Sustainability, Vol. 8, Pages 511: Efficient Digital Signage-Based Online Store Layout: An Experimental Study

Research paper by Muhammad Ijaz, Wu Tao, Jongtae Rhee, Yong-;Shin Kang, Ganjar Alfian

Indexed on: 23 Jun '16Published on: 27 May '16Published in: Sustainability


In today’s era of information technology, human computer interaction and interface design are critical factors for a successful retail business. In a virtual world, the purpose of store layout is to create an environment that fascinates customers, entices them to spend more time in the store and encourages them to purchase from the store. The accomplishment of a successful retail business relies on a quick response and the adoption of new technologies that simplify the customer’s shopping experience. Virtual stores play a vital role in enhancing the success of a retail business. Nowadays, digital signage is widely used to publicize different store contents. The aim of this paper is to select a distinct layout that can be used in digital signage. To enhance Customer Relationship Management (CRM), digital signage can be installed in various contexts, such as metro stations, shopping centers, airplane terminals, and so on. The proposed system scans the Quick Response (QR) code of a product, and the product then arrives at the user end. The tree, pipeline and guiding pathway layouts are employed in the context of digital signage. A questionnaire is used to determine customers’ opinions on the most efficient layout. The statistical results show that layout significantly affects customer’s behavior. Moreover, human computer interaction can help understand more about the customer’s interaction with digital signage.