ABSTRACT
The chapter attempts to define smart environments and consumers following a marketing perspective, focusing on the analysis of the human component (connected to users) rather than on the technological one (linked to the devices). A new and faster decision-making process characterizes consumers, who decide and buy in any place and at any time. However, despite the loss of direct and tangible contact with customers, businesses should multiply points of contact, promote interactive experiences and implement processes of co-creation of value in the online and offline environment, remaining vigilant and attentive to sudden changes. The chapter reflects also on the negative aspects of an interconnected environment that leads to greater attention by businesses to issues related to loyalty, trust and privacy.
