Retail has undergone a major transformation in recent years, driven by technologies such as the Internet, mobile devices and the possibilities offered by detailed customer data. As consequence, we can design interactions between consumer and retailer and offer products, in general, context-dependent and personalized. In addition to the well-known retail contexts, such as shopping at the point-of-sale or e-commerce, new environments such as the sharing economy and crowdfunding are emerging, complementing the familiar channels of shopping. In addition, there are recent developments in virtual- and augmented-reality shopping. Therefore, our research in this domain primarily focusses on the question about the analysis and support of consumer and user behavior of next-generation retail to better understand the interactions and motives of consumers in interesting retail environments and to increase usability and user experience thereof.
|PD Dr. Jella Pfeiffer
+49 721 608-48372