One of the salient features of the technological revolution underway is the spread of increasingly powerful and performing solutions and devices. The result is that retailers today can have cutting-edge technological solutions. However, the fact that technology is so powerful does not mean that it is necessary to deploy it under any circumstances . Preventing technology (means) from the objectives for which it is used (purpose) risks turning out to be a short-sighted approach. Technology can perform an enabling and multiplying function of experience only if it is linked to a real need of the user, responding to a practical need and giving meaning to an action. Only in this case can we speak of true innovation.
“Technology is like a joke: if you have to explain it means it didn’t work”
The ambition should always be to simplify people’s lives, making all the technological complexity similar to electricity: “invisible” but capable of activating solutions that until recently would have been perceived as “magic”.