Exploring Physical Stores in Omnichannel Retail Strategy: How Interaction Design Is Changing In-store Behaviour


The research investigates the use of interaction design in retail environments in the current omnichannel scenario, where many different coordinated retail channels operate simultaneously.The growth of online shopping forced retailers to look for a new meaning of brick-and-mortar stores in which customer experience is more relevant than making a purchase. Where the transaction happens is not relevant anymore, the shop is the place where to trigger stimuli that are impossible to find online. One approach to improving the retail shopping experience is to integrate a physical dimension with digital interactive devices, amplifying both brand awareness and product placement. Many studies have been conducted on in-store technology and "retailtainment" within the marketing field; little has been said from the designers perspective about what kind of technologies are enabling innovation and how they are related to the physical space of the store. In order to fill this gap, research has been carried out to highlight the latest avant-garde in design and propose a vision for the near future. Through the analysis of some significant examples, this work shows how shops are becoming more design-forward, hyper-connected and experience-driven. In a dynamic environment such as retail, and in a fast evolving sector such as digital interaction design, this research aims to frame the current scenario pointing at interesting trends, and showing the way for future development.

Author Information
Francesca Fontana, University of Camerino, Italy
Manuel Scortichini, University of Camerino, Italy

Paper Information
Conference: BAMC2021
Stream: Architecture and Urban Studies/Design

This paper is part of the BAMC2021 Conference Proceedings (View)
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Posted by James Alexander Gordon