The rise of new behavioral models, influenced by the increase in the complexity of shopping processes, the quantity of available information and the digital technologies, transform retail into an entirely new playground, where shopping preferences don’t consolidate just at the checkout, but in all moments of the customer journey, making the normal formats, that are continuously redefined, outdated. We are this. We allow changes, innovate processes, break down cultural barriers before the technological ones. Knowing the retail business means understanding the cognitive processes at the basis of buying behavior, knowing how to read social and market changes, placing them in relation with ideas, paths and technologies able to offer value to customers and users. Building the future of retail is the goal that constantly lead our actions.