Designing In-Store Navigation Systems in Physical Retail

Bijan Khosrawi-Rad (), Lea Sophie Fischer (), Carolin Kaiser () and Susanne Robra-Bissantz ()
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Bijan Khosrawi-Rad: Institut für Wirtschaftsinformatik, TU Braunschweig
Lea Sophie Fischer: Institut für Wirtschaftsinformatik, TU Braunschweig
Carolin Kaiser: Nürnberg Institut für Marktentscheidungen e.V.
Susanne Robra-Bissantz: Institut für Wirtschaftsinformatik, TU Braunschweig

A chapter in Transforming the Digitally Sustainable Enterprise, 2025, pp 307-315 from Springer

Abstract: 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.

Keywords: In-store navigation; Augmented reality; Retail; Requirement (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-031-80125-9_18

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DOI: 10.1007/978-3-031-80125-9_18

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