How has our life changed with the advent of digital technologies? How did technology get so deep into our daily life? The innovative increase that technology has had in our lives has been exponential: within a few years we have witnessed a real technological revolution, great to the point of having radically changed our habits, our sociability and even our culture. We have abandoned ourselves so much to its use and the opportunities it has offered us that we have been able to use it to also create new worlds, new realities in which we move and act through it every day. The real merges with the virtual, and our reality becomes a new hybrid: phygital. An evolving reality that shapes itself and adapts to both our actions and the advancement of digital technologies. A reality in which we buy, play and interact, not only with people but even more with machines. More and more interactive digital technologies allow us to cultivate more and more these new relationships between men and machines: Internet of Things, social networks, RFID, AR .. they are just some of the tools that allow this new dialogue. One sector in particular is trying to put this new phygital reality at the base of its new foundations: the Retail sector, a sector in severe crisis that is trying to face the new contemporaneity by re-establishing its structure from scratch. A sector still divided into two opposite poles, which, however, are unable to fully meet current demand: traditional physical retail is still fixed on a past legacy, while ecommerce is beginning to not fully satisfy the increasingly complex needs of the new generations. digital native. Millenials and Generation Z are looking for strong emotions and experiences in every field, and for the retail sector it is time to combine the two worlds in which these users move: the real and the virtual. Retail thus becomes phygital, and plays to experiment with emerging technologies to provide custom and immersive experiences to customers, and does so by creating seamless technological channels and networks. Many players in the sector have already started working through this new reality, and through the understanding of case studies, technologies and new social and cultural dynamics, we will come to define in this thesis a phygital project for the next retail system.
Com’è cambiata la nostra vita con l’avvento delle tecnologie digitali? Come ha fatto la tecnologia ad insinuarsi così in profondità nel nostro quotidiano? L’incremento innovativo che ha avuto la tecnologia nelle nostre vite è stato esponenziale: nel giro di pochi anni abbiamo assistito ad una vera e propria rivoluzione tecnologica, grande al punto da aver radicalmente cambiato le nostre abitudini, la nostra socialità e anche la nostra cultura. Ci siamo talmente abbandonati al suo utilizzo e alle opportunità che ci ha offerto che siamo stati in grado di usarla per creare anche nuovi mondi, nuove realtà in cui attraverso essa ci muoviamo e agiamo ogni giorno. Il reale si fonde col il virtuale, e la nostra realtà diventa ibrida è nuova: phygital. Una realtà in evoluzione, che si plasma e di adatta sia alle nostre azioni che all’avanzare delle tecnologie digitali. Una realtà in cui compriamo, giochiamo e interagiamo, non solo con persone ma tanto più con le macchine. Tecnologie digitali sempre più interattive ci permettono di coltivare sempre più questi nuovi rapporti tra uomini e macchine: Internet of Things, social network, RFID, AR.. sono solo alcuni degli strumenti che permettono questo nuovo dialogo. Un settore in particolare sta cercando di porre questa nuova realtà phygital alla base delle sue nuove fondamenta: il settore del Retail, un settore in forte crisi che sta cercando di affrontare la nuova contemporaneità rifondando da zero la propria struttura. Un settore ancora diviso in due poli opposti, che però non riescono ad incontrare appieno la domanda attuale: il tradizionale retail fisico è ancora fissato su un retaggio passato, mentre l’ecommerce inizia a non soddisfare del tutto le sempre più complesse esigenze delle nuove generazioni native digitali. Millenials e Generazione Z sono in cerca di emozioni ed esperienze forti in ogni campo, e per il settore del retail è arrivato il momento di unire i due mondi in cui questi utenti si muovono: il reale e il virtuale. Il retail diventa così phygital, e gioca a sperimentare con le emergenti tecnologie per fornire esperienze custom e immersive ai clienti, e lo fa creando canali e network tecnologici seamless. Molti attori del settore hanno già iniziato a lavorare attraverso questa nuova realtà, e attraverso la comprensione dei casi studio, delle tecnologie e delle nuove dinamiche sociali e culturali, arriveremo a definire in questa tesi un progetto phygital per il nuovo sistema retail.
Solutions for the next retail world. Phygital retail
Di BENEDETTO, GIULIA
2019/2020
Abstract
How has our life changed with the advent of digital technologies? How did technology get so deep into our daily life? The innovative increase that technology has had in our lives has been exponential: within a few years we have witnessed a real technological revolution, great to the point of having radically changed our habits, our sociability and even our culture. We have abandoned ourselves so much to its use and the opportunities it has offered us that we have been able to use it to also create new worlds, new realities in which we move and act through it every day. The real merges with the virtual, and our reality becomes a new hybrid: phygital. An evolving reality that shapes itself and adapts to both our actions and the advancement of digital technologies. A reality in which we buy, play and interact, not only with people but even more with machines. More and more interactive digital technologies allow us to cultivate more and more these new relationships between men and machines: Internet of Things, social networks, RFID, AR .. they are just some of the tools that allow this new dialogue. One sector in particular is trying to put this new phygital reality at the base of its new foundations: the Retail sector, a sector in severe crisis that is trying to face the new contemporaneity by re-establishing its structure from scratch. A sector still divided into two opposite poles, which, however, are unable to fully meet current demand: traditional physical retail is still fixed on a past legacy, while ecommerce is beginning to not fully satisfy the increasingly complex needs of the new generations. digital native. Millenials and Generation Z are looking for strong emotions and experiences in every field, and for the retail sector it is time to combine the two worlds in which these users move: the real and the virtual. Retail thus becomes phygital, and plays to experiment with emerging technologies to provide custom and immersive experiences to customers, and does so by creating seamless technological channels and networks. Many players in the sector have already started working through this new reality, and through the understanding of case studies, technologies and new social and cultural dynamics, we will come to define in this thesis a phygital project for the next retail system.| File | Dimensione | Formato | |
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Phygital Retail - Solutins for the next retail world.pdf
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https://hdl.handle.net/10589/166798