Suggested 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.



Lea Sophie Fischer,
Bijan Khosrawi-Rad,
Dr. Carolin Kaiser,
Prof. Dr. Susanne Robra-Bissantz
Publication title
Designing In-Store Navigation Systems in Physical Retail

Designing In-Store Navigation Systems in Physical Retail

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.


  • Lea Sophie Fischer, Technische Universität Braunschweig
  • Bijan Khosrawi-Rad, Technische Universität Braunschweig
  • Dr. Carolin Kaiser, Head of Artificial Intelligence, NIM,
  • Prof. Dr. Susanne Robra-Bissantz, Technische Universität Braunschweig
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