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The purpose, opportunities and benefits of responsible innovation

Bringing technological innovation into retail today more than ever becomes an act of social responsibility.
Making every effort to contain the potential spread of contagion is a moral imperative for any company, convenience and necessity is added to the moral duty to contribute to the creation of healthier work environments for all: employees and customers.

A concrete and transparent responsibility towards its primary stakeholders means accepting the propensity to innovation as something necessary and natural. In the same way, the rapidity in reacting to the new environmental conditions leads a company to certify itself as a responsible innovator.
Positioning as a responsible innovator is the real point of detachment that guarantees competitiveness and often also represents a real opportunity for internal and external communication to the company (media coverage).

Innovation is an essential requirement for the future of a company and for the future of retail and is inextricably linked with security.
For example, social distance detection and space monitoring technologies allow the creation of healthier environments through statistical detection and the instant issuing of audio/video alerts that deter users from holding dangerous behaviors. 
But what are the aims, opportunities and benefits of responsible innovation?

Protecting the health of employees

A healthier working environment is the prerequisite for being able to ask your employees to continue to carry out their tasks with serenity. Understanding the value of their health is not only convenient but also necessary.

Motivating the employees

Employees feel reassured to travel to the workplace in safer conditions, are encouraged to convey a sense of gratitude to customers and create the conditions for a more serene environment even in relational terms.

Mitigate the anxiety

With the health emergency approaching a public space, we live in a state of indefinite anxiety, resulting from the lack of control over the variables that determine our safety. The perception of the company’s active commitment to equipping itself with tools that allow it to raise the levels of this control contribute to mitigate this negative emotional state.

Get a new "memorable" awareness

Customers live this attention towards them in differential terms compared to competing brands, the perception of care and commitment to them spreads to the general perception of brand values.

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Remodelling stores into small-format as a strategy for retail livelihood

We live in very difficult times, which represent a real challenge for the future of retail.
A consistent approach to retail innovation requires a consistent strategy in matters of public health.
Customer expectations for security and social responsibility are getting higher and higher.

Many brands have chosen the most logical route and are shifting investment considerably on the online market, therefore the growing market share of ecommerce is making it difficult to resist the competition game for local retailers.
Others are moving considering the diversification of store formats as a strategic and long-term vision aware also of the fact that there is a change in purchasing behavior.

Local and sustainable concepts are increasingly more valuable within an uncertain global economic situation. It could be dangerous not to consider the importance of human relation and physical presence at the moment of purchase and transaction.
Responsible consumption means local consumption and shops can regain an important role in the rebuilding of the social fabric broken by the pandemic.
Focusing on changes in consumption patterns and product and services offering is a due action for the Government and also for private companies to compete and be adaptive in the New Normal context.

In that environment, observing and monitoring the way people feel coming back into store, analyzing their behaviour will become crucial to perform an effective communication and marketing strategy.

Experience and services design will be also two crucial keys to compete and probably the level and quality of these two aspects will determine retail livelihood. Stores are adopting new policies to minimize risk but accomplishing all procedures to keep a space safe implies a step ahead into technology can be difficult without a vision.

Remodelling existing stores in a smaller format could be a viable hypothesis for the future of many retailers.
The Small-format shop is a new concept that could help companies to improve the experience of the brand, improve the capillary presence on the territory with a local approach but centralized from the point of view of the data.
Data can really power a retail evolution.
Small-format stores run with structured business intelligence and backed up by meaningful analytics are an effective way to convert large business structures into digital platforms with an omnichannel approach.

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  • Via Cassanese, 224 - Centro Direzionale Milano Oltre - Palazzo Caravaggio 20090 Segrate (MI) - Italy
  • Belgrade - Science technology park, Veljka Dugosevica 54, 11060
  • Legal address: Via Molino Delle Armi 11 - 20123 Milano (MI)

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