On Thursday, April 10th, we attended the inauguration of the new direct Brico io store in San Giorgio di Piano, in the province of Bologna, which brings the total number of the brand’s stores to 121.

Thanks to artificial intelligence and the digitalization of the store, the new San Giorgio di Piano location is characterized by a strong technological focus, the result of an open and shared partnership strategy with startups, suppliers, and companies experienced in technology.

There are several digital projects present in the store, including the major novelty of the first in-store artificial intelligence agent, Tooli, previewed on Thursday morning.

THE STORE’S TECHNOLOGY

SELF-CHECKOUTS – Among the technological innovations presented in the store, the 2 new assisted checkout stations stand out. With a rotation of the counter, they can switch to SCO (Self Check-out) mode with electronic payments: this is the first instance of an automated checkout in Brico io stores.

DIGITAL SIGNAGE – The project, carried out in collaboration with Henkel and Next Different, focuses on the evolution of digital signage.

Brico io has implemented a “conversational signage” technology in 40 stores: an advanced system capable of tracking and monitoring the audience passing in front of the digital screens, collecting both quantitative and qualitative data.

“Through a camera and a sensor that recognize the type of customer based on the signal from their smartphone, the system is able to propose personalized video content,” states Paolo Micolucci, Managing Director of Brico io. “This strategy aims to make communication more effective and engaging, adapting the message to the specific interests of the potential buyer.”

INTERACTIVE TOTEMS – There are 2 totems in the store that broadcast demonstration videos of product usage, complete with QR codes, which allow customers who hold a Brico io CARD to download offers and promotions.

LED BARS – The pilot project began with the installation of LED bars on 5 selected shelves: a “dynamic” evolution of the electronic label.

“The LED bar is a tool capable of transmitting digital content and can provide additional information to the consumer and great visibility to the partner supplier,” states Agostino Russo, Head of Information Systems at Brico io. “Thanks to animations and the QR code, the LED bar can become a true in-store advertising tool for suppliers.”

THE OFFICIAL LAUNCH OF TOOLI, THE FIRST A.I. AGENT

The icing on the cake, and the flagship of the store, is the official launch of Tooli, Brico io’s first in-store artificial intelligence agent. This project, developed in collaboration with Cean and Dinn! for design and structure, technological partners such as Google Cloud, GO Reply, Jakala, T2O, and industrial partners like Henkel, Rapid, Saratoga, UHU-Bostik, represents a true revolution in the shopping experience. It completes the TTX (Tech Touch eXperience) project already presented a few months ago, exclusively within the adhesives and silicones department.

“Tooli presents itself as an interactive totem that intercepts the customer and guides them through a completely new experience,” comments Paolo Micolucci, Managing Director of Brico io. “By scanning a QR code with their smartphone, the customer can start a text conversation with the digital assistant, receiving relevant answers and information for the department they are in (adhesives and silicones). But the innovation doesn’t stop at virtual interaction: the Tooli project has led to a complete overhaul of the shelf, transforming it into a hybrid space that integrates digital labels and information screens.”

FOCUS ON THE SAN GIORGIO DI PIANO STORE

The new Brico io store covers an area of 1,500 square meters, of which 200 are dedicated to the garden area. The newly built building, owned by Coop Reno, has ample free parking available for customers.

Strategically located along the Provincial Road 4 Galliera, which connects Bologna to San Pietro in Casale, it enjoys excellent visibility and serves a large area with a significant catchment area.

“This new store represents a step towards the future,” declare Mirko Del Vecchio and Girolamo Genna, the store managers. “We have implemented several technological innovations in this store: today we are able to reach any consumer segment, including younger ones who are accustomed to using technology in any context, including the in-store shopping experience.”

THE PRODUCT RANGE

Over 25,000 items are available in the traditional and technical departments dedicated to DIY: power and hand tools, hardware, electrical, plumbing, bathroom and bathroom furniture, space organization, shelving, wood, paints, gardening, and decoration.

To complete the offering, specialized corners, developed in collaboration with expert partners in their respective sectors, complement the main departments to provide an even more complete and qualified experience.

In the outdoor area, a Coripet compactor and an Inpost locker are available to customers.

Brico io was founded in 1988 by Marketing Trend, which in 1995 joined COOP Lombardia. On October 21, 2013, it launched an e-commerce project in a multi-channel logic. In December 2015, the super-central Sistema Italia together with Bricolife was founded. Brico io currently has 121 stores.