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Gruppo Pam
Mapping retail innovation: decoding meaning in the hypermarket experience
Client: Gruppo Pam - Italy.
Context: A project aimed to explore innovation within the hypermarket sector, focusing on the differences between Panorama and Carrefour Planet.
Tension: Hypermarkets are undergoing a transformation, where traditional models struggle to respond to evolving consumer expectations.
Innovation is often expressed through isolated changes, without a clear understanding of how consumers experience and interpret the retail environment.
Insight: The analysis of spontaneous discourse revealed that hypermarkets are perceived as complex experiential systems, where meaning is constructed through the interaction of space, categories and usage patterns.
Innovation is not defined by single elements, but by the coherence of the overall experience.
Implication: This made it possible to identify new directions for retail innovation, grounded in emerging consumer needs and evolving expectations.
Particular attention was given to the redefinition of non-food areas, as key spaces for enhancing relevance and engagement.
Impact: The project informed the restyling of non-food departments, aligning them with new consumption patterns and supporting a more meaningful and contemporary retail experience.
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