EXPLORING PHYSICAL STORES IN OMNICHANNEL RETAIL STRATEGY. HOW INTERACTION DESIGN IS CHANGING IN-STORE BEHAVIOR.

• DOI: 10.37572/EdArt_17122272920

• Palavras-chave: Experiential Retail, Interaction Design, Retail Design, Shopping Experience, Omnichannel

• Keywords: Experiential Retail, Interaction Design, Retail Design, Shopping Experience, Omnichannel

• Abstract:

  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. Today, 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 the physical dimension with digital interactive devices, amplifying both brand awareness and product placement. While any studies have been conducted on in-store technology and retailtainment (Codeluppi, 2000) 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, this 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-oriented, 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 out interesting trends and showing the way for future development.

• Número de páginas: 14