Holographic Recommendations in Brick-and-Mortar Stores

Mora, D., Jain, S., Nalbach, O. & Werth, D.(2020)
Pile of Open magazines, blue toned image
In: AMCIS 2020 Proceedings, 12

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To keep up with their competition from e-commerce, traditional retailers are transitioning into an omnichannel retail that places the customer’s shopping journey at the center of the business model by creating digital services that enhance the customer experience. A key service is in-store digital assistance. However, due to the scarcity of the required input data and the lack of a system design that would mitigate this problem; another remaining problem is the need for an output channel to present the personalized content that a customer would be willing to use. Following a design science approach, we identified requirements to reach the desire-end artifact and bridge them. Therefore, we propose an in-store recommender system that leverages mixed-reality technology to both gather necessary data and present relevant content in an immersive way, boosting the customer experience in brick-and-mortar stores.