Business is facing a deep mutation. In fact, the spotlight in now on global intermediaries able to simplify, propose, manage and implement the best shopping experience: online platforms.
But if the digital transformation of the shopping experience is moving the business from the real world to the virtual world, what happens in the physical world? And how will our experience change in shops, cinemas, museums, schools, the outdoors?
At the beginning there was “Enemy of the State” (1998 – Tony Scott): technology was far away, but it allowed to track anyone, anywhere. With Minority Report (2002 – Steven Spielberg inspired by 1956 story by Philip K. Dick), technology has come closer, enabling to interact and in some cases suggesting decisions.
With Ironman (2008 – Jon Favreau) it has become familiar and exciting.
Then came Pokemon Go (2016) and the entertainment world created the first mass phenomenon related to a digital content placed in a real environment.
The augmented reality had to combine the capabilities of sophisticated sensors with those of suitable viewers to offer innovative experiences. For years, A.R. has been one of the leading research projects in many high tech companies, but it has never really broke through unless the natural process of technological evolution in other products suddenly made it natural.
Here, now, today, begins the age that will be remembered as the starting point of the change in our relationship with reality. The moment in which technological pervasiveness enables a natural multilayer interaction between analogical and digital.
The sensors in our personal devices and almost all the devices produced today can interconnect. Their ability to receive, share and return informations has made neural networks real. The capacity to manage this informations (Big Data & AI) allows a new level of interpretation and interaction in physical space.
To put it simply, we can begin to imagine Apps whose screen format is the real world.
Our “physical space” today experiences the extraordinary possibility to be reinvented offering unique experiences within a broader overall practice. Imagine having a “Google Analytics like” dashboard that shows you behaviour analytics of those who attend your store. Today it is possible to integrate analisys and data interpretation similar to those of web platforms in the environment. They are the “shopper behavior measurements” or “analitycs in site”.
These implementations can feed data to the marketing practice and leads to a more engaging and personalized physical interaction experience. It s’a new challange for design, necessarily multidisciplinary, as for the diverse know-hows that must be combined and the economic previsions that need to be delivered: a great opportunity to invent and take over new markets, rich of possible unexpected combinations.
From the first industrial revolution to today a constant repeats itself. Progress and new technology implementation, when they make simpler and cheaper a process, can not be stopped, but can be directed. Digital contents are not an alternative to the real environment, they can instead widen the experience and open new possibilities and solutions in all fields, from retail to education, from entertainemt to museums.