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Designing In-Store Navigation Systems in Physical Retail

Author

Listed:
  • 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)

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.

Suggested Citation

  • Bijan Khosrawi-Rad & Lea Sophie Fischer & Carolin Kaiser & Susanne Robra-Bissantz, 2025. "Designing In-Store Navigation Systems in Physical Retail," Lecture Notes in Information Systems and Organization,, Springer.
    • Handle: RePEc:spr:lnichp:978-3-031-80125-9_18
    DOI: 10.1007/978-3-031-80125-9_18
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