Pioneering laboratory in autonomous retail combines research and innovation in São Paulo
New space will allow testing of technologies and operating models that transform the consumer experience and physical retail management
On November 5, the Center for Excellence in Retail at the São Paulo School of Business Administration (FGVcev) will inaugurate Hirota Lab, a laboratory located at its headquarters and dedicated to practical research into the challenges and innovations of physical retail. The space will function as a store-laboratory, operated by the Hirota Food team, and will allow for testing technologies, processes, and experiences aimed at operational efficiency and improving the customer experience.
With 36 m², the environment replicates the operation of an autonomous store, in which the supply, control, and collection of products are carried out by intelligent systems. The format will enable students and researchers to develop empirical and experimental studies on consumer behavior, store formats, automation, and sustainability in retail.
According to Professor Maurício Morgado, coordinator of FGVcev, the initiative represents a step forward in the integration of academic research and business practice.
“Our center is multidisciplinary and constantly seeks to unite theory and practice. This laboratory fulfills this purpose by bringing academia closer to the daily life of companies, supporting the development and evolution of the Brazilian retail sector,” he points out.
Morgado also highlights the economic and social relevance of the project.
“Retail employs about 25% of the formal workforce and accounts for 23% of GDP. Investing in productivity and efficiency in the sector is essential to generate higher value jobs and expand income distribution.”
Professor Henrique de Campos Junior, coordinator of Hirota Lab, explains that what sets the initiative apart is the real nature of the experiment.
“While most retail labs in business schools work with simulations, Hirota Lab will allow field testing in an authentic environment, providing concrete data on consumer behavior and operational management.”
In addition to technological innovation, the lab will also focus on sustainability and reducing food waste.
“One of the main objectives is to investigate how retail can contribute to reducing losses in the food chain and improving the quality of food for the population—a far-reaching social and environmental responsibility,” concludes Campos Junior.
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