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Coop Italia: Transforming the customer experience

Coop Italia collaborated with Accenture to showcase the ground-breaking Supermarket of the Future.


Accenture helped Coop Italia create a Supermarket of the Future for Expo Milano 2015, showcasing advanced new technologies—from smart shelves to interactive food display tables—that transform the shopping experience. They arm shoppers with the tools and information to make their experience convenient, relevant and personalized. The supermarket and suppliers also benefit from greater efficiency and customer interaction.


Italy’s largest supermarket chain, Coop Italia, wanted to explore innovative, functional new ideas at Expo Milano 2015 using advanced technologies. It collaborated with Accenture to build the Coop Future Food District and showcase the ground-breaking Supermarket of the Future.

Coop collaborated with Accenture and Avanade to implement digital technologies, underpinned by a Microsoft Azure cloud-based platform, that create a welcoming, innovative and informative shopping environment. The store recreates the atmosphere of local open-air markets but provides innovative digital solutions that share information, facilitate store navigation and improve staff communication. Accenture helped strategically rethink the supermarket’s information architecture, implement IT infrastructure, and analyze and develop point-of-sale touch points. Meanwhile, Avanade, a joint-venture company with Accenture and Microsoft, delivered the Microsoft solution.


The Supermarket of the Future transforms the customer experience with digital tools that make shopping more convenient, relevant and personalized. Thanks to the interactive food display tables and smart shelves, consumers have a range of product information, such as provenance, allergens, nutritional data and carbon footprint. Digital displays share real-time information on promotions, best-sellers and more. A mobile app helps customers navigate the store, augments product information, and identifies products that are compatible with their lifestyle needs. Second screen technologies allow suppliers to provide product or promotional content and interact with shoppers. Communication tools allow staff to speak with the warehouse in real time to rapidly procure new assortments and replenish shelves.