Designing In-Store Navigation Systems in Physical Retail

Authors

Bijan Khosrawi-Rad, Technische Universität Braunschweig, GermanyFollow
Lea Sophie Fischer, Technische Universität Braunschweig, GermanyFollow
Carolin Kaiser, Nürnberg Institut für Marktentscheidungen e.V.Follow
Susanne Robra-Bissantz, Technische Universität Braunschweig, GermanyFollow

Abstract

Physical retail faces the challenge of remaining attractive to customers in the age of e-commerce. In-store navigation systems are one way to mitigate this issue. These software systems allow customers to be navigated through the retail store. We derive design requirements (DRs) for in-store navigation systems based on eight interviews with customers and employees of furniture stores. We illustrate the implementation of the DRs in a conceptual prototype designed with the platform “Hololink.” Initial evaluation results (n = 20) show that customers perceive such a solution for physical retail as mainly positive. We contribute to research and practice by showing how to design in-store navigation systems.

Paper Number

271

Comments

Track 16: Digital Industry and Retailing

Recommended Citation

Khosrawi-Rad, Bijan; Fischer, Lea Sophie; Kaiser, Carolin; and Robra-Bissantz, Susanne, "Designing In-Store Navigation Systems in Physical Retail" (2023). Wirtschaftsinformatik 2023 Proceedings. 54.
https://aisel.aisnet.org/wi2023/54