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Efficient Digital Signage-Based Online Store Layout: An Experimental Study

Muhammad Fazal Ijaz (), Wu Tao (), Jongtae Rhee (), Yong-Shin Kang () and Ganjar Alfian ()
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Muhammad Fazal Ijaz: Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea
Wu Tao: Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea
Jongtae Rhee: Department of Industrial & Systems Engineering, Dongguk University, Seoul 100-715, Korea
Yong-Shin Kang: Department of Systems Management Engineering, SungKyunKwan University, Suwon 16419, Korea
Ganjar Alfian: u-SCM Research Center, Nano Information Technology Academy, Dongguk University, Seoul 100-715, Korea

Sustainability, 2016, vol. 8, issue 6, 1-20

Abstract: In today’s era of information technology, human computer interaction and interface design are critical factors for a successful retail business. In a virtual world, the purpose of store layout is to create an environment that fascinates customers, entices them to spend more time in the store and encourages them to purchase from the store. The accomplishment of a successful retail business relies on a quick response and the adoption of new technologies that simplify the customer’s shopping experience. Virtual stores play a vital role in enhancing the success of a retail business. Nowadays, digital signage is widely used to publicize different store contents. The aim of this paper is to select a distinct layout that can be used in digital signage. To enhance Customer Relationship Management (CRM), digital signage can be installed in various contexts, such as metro stations, shopping centers, airplane terminals, and so on. The proposed system scans the Quick Response (QR) code of a product, and the product then arrives at the user end. The tree, pipeline and guiding pathway layouts are employed in the context of digital signage. A questionnaire is used to determine customers’ opinions on the most efficient layout. The statistical results show that layout significantly affects customer’s behavior. Moreover, human computer interaction can help understand more about the customer’s interaction with digital signage.

Keywords: customer relationship management; retailers; virtual store; digital signage; human computer interaction (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2016
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