Designing Meaningful Retail Experiences by Adopting a Scenario-Driven Approach. The “Shaping Retail Innovation” Pilot Project

In a context of technological transformation impacting the production, distribution and consumption patterns, processes and dynamics of goods and services, the retail system is today strongly influenced by the overlapping of the traditional physical dimension and the new and ever-present digital layer and requires experimenting with new approaches to bring meaningful innovations into the system.

The article presents the results of the ‘Shaping Retail Innovation’ pilot project conducted within the FoReSeE – Forecasting Retail Service Experiences – research framework, discussing how the application of Design-Orienting Scenarios can drive meaningful retail solutions through the incorporation of advanced technologies within the retail customer experience and how the adoption of a meta-design approach can improve the multidisciplinary collaboration between design and IT, promoting meaning-oriented retail innovations with a long-term perspective.