Paper Number
2375
Paper Type
Short Paper
Abstract
Due to the evolving convergence of physical and virtual shopping worlds, customers expect retailers to integrate the multitude of channels to provide a seamless and personalized omnichannel customer experience (CX). As retailers face challenges to deal with the complexity of omnichannel strategies, we propose the application of human digital twins (HDTs) as a solution to bridge shopping experiences between physical and virtual environments. Research has discussed how HDTs can combine virtual embodiments and comprehensive data models of individual customers to connect virtual activities to the physical world and to provide personalized product recommendations. However, literature lacks design knowledge for HDTs in this context. Therefore, this research-in-progress paper presents 14 design principles (DPs) for HDTs to support omnichannel CX providing prescriptive design knowledge for researchers and design assistance for developers. We report on the DPs’ evaluation through expert interviews as part of the first cycle of an iterative development process.
Recommended Citation
Muschkiet, Michel, "Human Digital Twins as a Bridge Between Physical and Virtual Shopping Worlds: Design Principles to Support Omnichannel Experience" (2024). ECIS 2024 Proceedings. 2.
https://aisel.aisnet.org/ecis2024/track11_dss/track11_dss/2
Human Digital Twins as a Bridge Between Physical and Virtual Shopping Worlds: Design Principles to Support Omnichannel Experience
Due to the evolving convergence of physical and virtual shopping worlds, customers expect retailers to integrate the multitude of channels to provide a seamless and personalized omnichannel customer experience (CX). As retailers face challenges to deal with the complexity of omnichannel strategies, we propose the application of human digital twins (HDTs) as a solution to bridge shopping experiences between physical and virtual environments. Research has discussed how HDTs can combine virtual embodiments and comprehensive data models of individual customers to connect virtual activities to the physical world and to provide personalized product recommendations. However, literature lacks design knowledge for HDTs in this context. Therefore, this research-in-progress paper presents 14 design principles (DPs) for HDTs to support omnichannel CX providing prescriptive design knowledge for researchers and design assistance for developers. We report on the DPs’ evaluation through expert interviews as part of the first cycle of an iterative development process.
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