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A Situation-Specific Smart Retail Service Based On Vital Signs

Nurten Öksüz-Köster; Wolfgang Maaß
In: A Situation-Specific Smart Retail Service Based On Vital Signs. International Conference on Information Systems (ICIS), 41th, December 13-16, Hyderabad/Virtual, India, ICIS, 2020.


To compete with online shops, brick-and-mortar stores need to comprehend how to attract customers and keep them in their stores. Smart retail technologies enable a better understanding of customer behavior and thus, can improve customer experience. Such retail services could be realised with wearables as they become more and more part of daily life offering various opportunities for retailers. Perceived stress is one key factor having negative impact on customers’ shopping experience. Therefore, shedding light on stress in the context of stationary retail is crucial. This paper aims to do so by analysing customers’ behavior from a neuroscientific perspective through the use of unobtrusive measurements. A laboratory experiment was conducted using heart rate sensor and smartphone-based accelerometer. Our analysis indicates that heart rate and acceleration can help predicting arise of shopping stress. Furthermore, implications are generated from results showing how these insights might be used for situation-specific smart retail services.