Health Emergency and Digital Shopping Experience: A New Era of Retail Design

The paper aims to focus on how new technologies, interactivity, digital connections between users and augmented reality can generate interesting scenarios that are inspiring for companies and brands. The goal is to lead to a personalized customer experience that leads the user to consider the shop in store as an experience of interaction/relationship with the chosen brand, in compliance with anti-contagion provisions. The growing digitalization of contemporary society and the recent state of global health emergency have led to a drastic change in the purchasing habits of consumers and a consequent reorganization of sales strategies in the retail field. The state of emergency has speeded up a process that has already been underway for some time that sees digital purchasing increasingly protagonist compared to in-store, and the new health regulations require different methods of approaching products than those we have been used to until now.