Abstract

Innovative approaches are needed to ensure the competitiveness of stationary retail in the face of the growing popularity of e-commerce. In order to differentiate themselves and attract customers, stationery retailers must identify new methods of providing personalised and engaging shopping experiences. Conversational agents (CAs) hold considerable potential in this area. Most studies on CAs have focused on e-commerce, while comparatively little attention has been given to their potential impact on stationary retail. This paper examines the use of CAs in stationary retail to improve the customer experience. Based on a structured literature review, it analyses potential applications, opportunities, and challenges and develops 17 design principles for stationary retailers. This paper contributes to the field by shedding light on the limited understanding of CA applications in stationary retail. It offers clear guidance to help stationery retailers understand and implement these technologies.

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