Skip to main content
SpringerLink
Log in

Digital Store Window: A Promising Approach for Stationary Retailer in Germany?

  • Conference paper
  • First Online:
Perspectives in Business Informatics Research (BIR 2023)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 493))

Included in the following conference series:

  • 282 Accesses

Abstract

From the most prominent fashion conglomerate to the independent market stall trader, stationary retailers face a competitive and increasingly digitalized environment. Especially the rising service competition between pure online and stationary retailers has led to a dramatic change. In line with this development, a decline in inner-city attractiveness can be observed. In the European Regional Development Fund (EFRE)-funded “City Lab Südwestfalen” project, we counteract this development by improving the situation of stationary retail through developed digitization tools. One of these digitization tools consisted of making a digital store window available to every stationary retailer so that passers-by could perceive offers from the store even if the store itself was closed. The developed digital store window helps local retailers to get more competitive by offering new services that are principal advantages of online retailers. To further improve our artefact, we evaluated the customers’ intention to use the digital store window.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 59.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 74.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Deutschland, H.: Eine kleine Kulturgeschichte des modernen Einzelhandels in Deutschland. Callwey, München (2019)

    Google Scholar 

  2. Lange, F., Rosengren, S., Blom, A.: Store-window creativity’s impact on shopper behavior. J. Bus. Res. 69, 1014–1021 (2016)

    Article  Google Scholar 

  3. Lecointre-Erickson, D., Daucé, B., Legohérel, P.: The influence of interactive window displays on expected shopping experience. IJRDM 46(9), 802–819 (2018)

    Article  Google Scholar 

  4. Pantano, E.: Engaging consumer through the storefront: evidences from integrating interactive technologies. J. Retail. Consum. Serv. 28, 149–154 (2016)

    Article  Google Scholar 

  5. Oh, H., Petrie, J.: How do storefront window displays influence entering decisions of clothing stores. J. Retail. Consum. Serv. 19, 27–35 (2012)

    Article  Google Scholar 

  6. Edwards, S., Shackley, M.: Measuring the effectiveness of retail window display as an element of the marketing mix. Int. J. Advert. 11, 193–202 (1992)

    Article  Google Scholar 

  7. Sen, S., Block, L.G., Chandram, S.: Window displays and consumer shopping decisions. J. Retail. Consum. Serv. 9, 227–290 (2002)

    Article  Google Scholar 

  8. Bitkom - E-Commerce Trends 2021. https://www.bitkom.org/sites/default/files/2021-11/bitkom-charts-pk-e-commerce-trends-2021-18-11-21.pdf. Accessed 20 Feb 2023

  9. Hansen, R., Kien, S.S.: Hummel’s digital transformation toward omnichannel retailing: key lessons learned. MIS Q. Exec. 14(2), 51–66 (2015)

    Google Scholar 

  10. Roozen, I.: The influence of external design elements on clothing store entry intentions for recreationally and task-oriented female clothing shoppers. Int. Rev. Retail Distrib. Consum. Res. 29(4), 409–429 (2019)

    Google Scholar 

  11. Vinoditha, N.C., Sreeya, B.: Customer perception about window shopping in malls in special reference to Chennai. IJITEE 8(11), 3180–3183 (2019)

    Article  Google Scholar 

  12. Abidin, N.A.Z.Z., Aziz, A.A.: Window display compositions: its influences on youths in Malaysia. Procedia Soc. Behav. Sci. 38, 355–361 (2012)

    Google Scholar 

  13. Sreedhara, R., Agarwal, V.: Visual merchandizing: soul of retailing. Pacific Bus. Rev. Int. 7(6), 47–54 (2014)

    Google Scholar 

  14. Nobbs, K., Foong, K.M., Baker, J.: An exploration of fashion visual merchandising and its role as a brand positioning device. JGFM 6(1), 4–19 (2015)

    Google Scholar 

  15. Somoon, K., Sahachaisaree, N.: Design elements and users’ perceptual response: a case of window display design for adolescent merchandising. Procedia Soc 50, 685–690 (2012)

    Article  Google Scholar 

  16. Gudonaviciene, R., Alijosiene, S.: Visual merchandising impact on impulse buying behavior. Procedia Soc. Behav. Sci. 213, 635–640 (2015)

    Article  Google Scholar 

  17. Xing, T.: The effect of complex visual experiences and user interaction on attitudes and intentions in luxury purchase. In: Proceedings of the 3rd International Conference on Big Data and Internet of Things, BDIOT 2019, pp. 131–134 (2018)

    Google Scholar 

  18. Mower, J., Kim, M., Childs, M.: Exterior atmospherics and consumer behavior: influence of landscaping and window display. J. Mark. Manag. 16, 442–453 (2012)

    Google Scholar 

  19. Yildirim, K., Akalin-Baskaya, A., Hidayetoglu, M.L.: The effects of the store window type on consumers perception and shopping attitudes through the use of digital pictures. J. Sci. 20(2), 33–40 (2007)

    Google Scholar 

  20. Law, D., Wong, C., Yip, J.: How does visual merchandising affect consumer affective response? An intimate apparel experience. Eur. J. Mark. 46(1/2), 112–133 (2012)

    Article  Google Scholar 

  21. Jain, V., Takayanagi, M., Malthouse, E.: Effects of show windows on female consumers’ shopping behavior’. J. Consum. Mark. 31, 380–390 (2014)

    Article  Google Scholar 

  22. Kerfoot, S., Davies, B., Ward, P.: Visual merchandising and the creation of discernible retail brands. Int. J. Retail Distrub. Manag. 31(3), 143–152 (2003)

    Article  Google Scholar 

  23. Reitberger, W., Meschtscherjakov, A., Mirlach, T., Scherndl, T., Huber, H., Tscheligi, M.: A persuasive interactive mannequin for shop windows. ACM 9(4), 1–8 (2009)

    Google Scholar 

  24. Meschtscherjakov, A., Reitberger, W., Mirlacher, T., Huber, H., Tscheligi, M.: AmIQuin - an ambient mannequin for the shopping environment. In: Tscheligi, M., et al. (eds.) AmI. LNCS, vol. 5859, pp. 206–214. Springer, Heidelberg (2009). https://doi.org/10.1007/978-3-642-05408-2_25

    Chapter  Google Scholar 

  25. Campos, P., Campos, M., Freitas, P., Jorge, J.: Foot-turistic multimedia: designing interactive multimedia installations for shoe shops. Multimed. Tools Appl. 61, 471–487 (2012)

    Article  Google Scholar 

  26. Davis, F.D.: Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 13(3), 319–340 (1989)

    Article  Google Scholar 

  27. Franke, T., Attig, C., Wessel, D.: A personal resource for technology interaction: development and validation of the affinity for technology interaction (ATI) scale. Int. J. Hum.-Comput. Interact. 35(6), 456–467 (2018)

    Article  Google Scholar 

  28. Bailey, A.A., Pentina, I., Mishra, A.S., Ben Mimoun, M.S.: Mobile payments adoption by US consumers: an extended TAM. IJRDM 45(6), 626–640 (2017)

    Article  Google Scholar 

  29. Johnson, V.L., Kiser, A., Washington, R., Torres, R.: Limitations to the rapid adoption of M-payment services: understanding the impact of privacy risk on M-Payment services. Comput. Hum. Behav. 79, 111–122 (2018)

    Article  Google Scholar 

  30. Klokis, H.: Store windows: dynamic first impressions. Chain Store Age Exec. 62, 108–109 (1986)

    Google Scholar 

  31. Li, Z., Cassidy, T.: Optimum visual angle for fashion retail window display. Int. J. Fash. Des. Technol. Educ. 4(1), 3–11 (2011)

    Article  Google Scholar 

  32. Abrahao, R.d.S., Moriguchi, S.N., Andrade, D.F.: Intention of adoption of mobile payment: an analysis in the light of the UTAUT. RAI 13, 221–230 (2016)

    Google Scholar 

  33. Venkatesh, V., Morris, M.G., Davis, G.B., Davis, F.D.: User acceptance of information technology: toward a unified view. MIS Q. 27(3), 425–478 (2003)

    Article  Google Scholar 

  34. Radner, R., Rothschild, M.: On the allocation of effort. J. Econ. Theory 10(3), 358–376 (1975)

    Article  MATH  Google Scholar 

  35. Lewin, K.: Field theory and experiment in social psychology: concepts and methods. Am. J. Sociol. 44, 868–896 (1939)

    Article  Google Scholar 

  36. Kortum, P., Owald, F.L.: The impact of personality on the subjective assessment of usability. Int. J. Hum. Comput. Interact. 34, 177–186 (2017)

    Article  Google Scholar 

  37. Schmettow, M., Drees, M.: What drives the geeks? Linking computer enthusiasm to achievement goals. In: Proceedings of HCI 2014, pp. 234–239 (2014)

    Google Scholar 

  38. Straub, D.W., Boudreau, M.-C., Gefen, D.: Validation guidelines for IS positivist research. Commun. Assoc. Inf. Syst. 13(1), 380–427 (2004)

    Google Scholar 

  39. Hair, J.F., Sarstedt, M., Hopkins, L., Kuppelwieser, V.G.: Partial least squares structural equation modeling (PLS-SEM). An emerging tool in business research. Eur. Bus. Rev. 26(2), 106–121 (2014)

    Google Scholar 

  40. Henseler, J., Ringle, C.M., Sarstedt, M.: A new criterion for assessing discriminant validity in variance-based structural equation modeling. JAMS 43(1), 115–135 (2015)

    Article  Google Scholar 

  41. Cohen, J.: Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Hillsdale (1988)

    Google Scholar 

  42. Conway, J.M., Lance, C.E.: What reviewers should expect from authors regarding common method bias in organizational research. J. Bus. Psychol. 25, 325–334 (2010)

    Article  Google Scholar 

  43. Kock, N.: Common method bias in PLS-SEM. IJeC 11(4), 1–10 (2015)

    Google Scholar 

  44. Bagozzi, R.P., Yi, Y., Phillips, L.W.: Assessing construct validity in organizational research. Adm. Sci. Q. 36(3), 421–458 (1991)

    Article  Google Scholar 

  45. Limayem, M., Hirt, S., Cheung, C.: How habit limits the predictive power of intention: the case of information systems continuance. MIS Q. 31(4), 705–737 (2007)

    Article  Google Scholar 

Download references

Acknowledgements - Funding

This research was supported by grants awarded from the EFRE-funded “City Lab Südwestfalen” project.

Author information

Authors and Affiliations

  1. Technische Universität Dortmund, Dortmund, Germany

    Sören Aguirre Reid & Richard Lackes

Authors
  1. Sören Aguirre Reid
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Richard Lackes
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Sören Aguirre Reid .

Editor information

Editors and Affiliations

  1. FHNW, Olten, Switzerland

    Knut Hinkelmann

  2. University of Zaragoza, Zaragoza, Spain

    Francisco J. López-Pellicer

  3. University of Camerino, Camerino, Italy

    Andrea Polini

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Aguirre Reid, S., Lackes, R. (2023). Digital Store Window: A Promising Approach for Stationary Retailer in Germany?. In: Hinkelmann, K., López-Pellicer, F.J., Polini, A. (eds) Perspectives in Business Informatics Research. BIR 2023. Lecture Notes in Business Information Processing, vol 493. Springer, Cham. https://doi.org/10.1007/978-3-031-43126-5_5

Download citation

  • DOI: https://doi.org/10.1007/978-3-031-43126-5_5

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-43125-8

  • Online ISBN: 978-3-031-43126-5

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation