Material culture and the shopping experience in the expanded supermarket

The research analyzes recent variations in the everyday shopping experience in a supermarket due to the use of technology. However, considering that understanding the past is fundamental to understanding the present (which, in the case of this work, involves the historical transformations related to the act of shopping), variations in the process carried out by the consumer with the use of technologies ’in duration’ from the beginnings of retail (Juracy Parente) to hypermodernity (Gilles Lipovetsky) are addressed. Since 2010, the popularization of the Internet and the use of information and communication technologies in commercial activities have promoted new adaptations in consumer experiences, defining a communicational transformation in the supermarket sector: there are cultural changes (Raymond Williams) that can be observed in the way relationships, work and communication are structured (Manuel Castells). The complexity associated with this reconfiguration justifies analyzing consumer actions beyond the simple exchange of goods, but also including the attribution of meanings, as well as the establishment of relationships and affections in the act of buying (Daniel Miller).