Supermarkets of the tech revolution
Visiting the supermarket isn't as mundane as it might seem, suggests broadcaster and cultural theorist Ken Hollings, in the second episode of our audio documentary series Fast Forward, Scan purchase for maximum score. We got used to barcodes, QR-codes and interactive in-store experiences with little fuss, so what's next?
Design researcher Benjamin Parry imagines the supermarket experience of the future. Today's supermarkets are relatively interchangeable, but Parry believes future-focused stores have a lot to play for. In the episode, he describes the innovative way a Korean supermarket blended shopping with commuting.
But the big wins, says Parry, may be in ethical and sustainable shopping. "People want to make more ethical choices, but they don't know how. If they can shop with a supermarket that helps them make those decisions, it gives the retailer an edge over competitors."
Digital lettuce-squeezing
While the challenges of validating ethical claims shouldn't be sniffed at, when it comes to replicating the experience of squeezing a lettuce or tomato for freshness, the digital space has its work cut out.
Italian architect, engineer and director of MIT's Senseable City Lab research group Carlo Ratti believes nothing less than enjoyment will be at the heart of future shopping experiences. Cutting-edge supermarkets are zeroing in on the stories people associate with their food and shopping experience.
"During lockdown the supermarket was one of the few places you could go and be around other people. If you need toilet paper, say "Alexa, get new toilet paper," and it will be delivered the next day. But for things with an experiential social component, the supermarket has an important role."
Ratti believes the advantages of living in towns and cities depend on it too. He goes into detail in the podcast, and his reasons might come as a surprise.
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