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Smart retail : opportunities of using augmented reality and contemporary media in retail design by the example of a sports brand / bachelor thesis by Charlotte Wohlfahrt ; thesis advisors : Prof. Adrian von Starck, Prof. Yüksel Pöğün-Zander, PhD.

By: Wohlfahrt, Charlotte [author].
Contributor(s): Starck, Adrian von [thesis advisor] | Pöğün-Zander, Yüksel [thesis advisor] | Berlin International University of Applied Sciences. Faculty of Design [issuing body].
Material type: TextTextPublisher: Berlin, Germany : BAU International Berlin University of Applied Sciences, 2018Description: 52 pages : illustrations, plans (chiefly colour) ; 30 cm.Content type: text | still image | still image Media type: unmediated Carrier type: volumeSubject(s): BB 400.03.01: Interior design, architecture -- Spaces -- Commercial -- Shops | BB 060.07: Interior design, architecture -- Psychology -- User experience | BB 300.03: Interior design, architecture -- Elements -- Spatial arrangement | BB 300.XX: Interior design, architecture -- Elements -- OthersGenre/Form: Academic thesesDDC classification: 725.21 Online resources: Full text
Contents:
MACHINE-GENERATED CONTENTS NOTE: 1 Introduction -- 2 Literature Review -- 3 Research Design and Methods -- 4 Summary of Research Results -- 4.1 History of retail -- 4.2 Shopping today -- 4.3 Designing retail spaces -- 4.3.1 Layout -- 4.3.2 Atmosphere -- 4.3.3 In-store service and experience -- 5 Technologies -- 5.1 Augmented reality -- 5.2 Tablets -- 5.3 Wearables -- 5.4 Beacons -- 5.5 Magic mirrors -- 5.6 Interactive walls -- 5.7 Kinect -- 5.8 Facial recognition -- 6 Integration of Technology In Retail -- 7 Case Studies -- 7.1 Burberry Flagship Store, London -- 7.2 Telekom fair stand, MWV Barcelona -- 7.3 11teamsports, Berlin -- 8 Interview -- 8.1 Simon Schäfer, Founder & Designer Of Meisterschuh Gmbh -- 9 Advantages & Disadvantages for Stakeholders -- 9.1 Retailers -- 9.2 Customers -- 9.3 Designers -- 10 Design Proposal For Y-3 Motion Store Concept -- 10.1 Introduction to project -- 10.2 Site -- 10.3 Concept -- 10.4 Plans and Sections -- 10.5 User experience and implementation of technology -- 11 Conclusion -- 12 References -- 13 Appendix -- 13.1 Interview with Simon Schäfer, Founder & Designer of Meisterschuh GmbH.
Dissertation note: DISSERTATION NOTE: bachelor thesis in Interior Design, BAU International Berlin University of Applied Sciences, Berlin, Germany, 2018. Summary: MACHINE-GENERATED SUMMARY NOTE: “This research explores the boundaries between virtual and analogue space. What happens when we merge actual space with an augmented experience or illusion? A digital store design can change the future of shopping, bring advantages to retailers and customers and reform how retail designers approach their work. ‘We are finally past the pilot phase. And we are now beginning to prove that the technology has business applicability—and, as importantly, the ability to really help humans.’ (Hunter 2017, 1) The aim of this research is to explore the challenges and opportunities when using augmented reality (AR) and contemporary media in retail stores, in order to determine their impact on how to plan a successful store design. To create a story within this thesis, a series of research questions will be asked. Starting with an overview of the existing shopping experiences before new media technologies and augmented reality. How do we shop? What are the factors that positively influence our buying behavior and how are retail spaces planned to influence this? Moving on, what the term augmented reality is commonly used for and what new media technologies we can profit from, will be defined. How does the technology work and what are current AR trends? How can it be integrated in retail effectively and what are some functioning examples? This research will examine whether it is even measurable and if so, can this technology lead to a higher ROI? ‘The success of any retail interior does not depend on brand, product or building alone. The interior layout plays an important role in making the transition for the customer from outside to inside seamless.’ (Mesher 2010, 115) Therefore, this thesis will propose a smart retail design that is user friendly and enforces shopping behavior by offering a unique experience, in addition to a fluid buying process. There are two important perspectives, one being that of the retailer investing in a technology and the other being the target group that is to experience and profit from it. For retailers, there exists a conflict between what is possible technologically and the problems that come along with it. The reason why most retailers are not using contemporary technology in their stores yet, is that it is not long lasting and there are constantly newer versions coming out with no guarantee of positive results. In comparison to touch screens for example, there is no standardisation of AR, so users are not directly sure of how to interact with the technology or even aware that it is there. This means that customers would still need to be guided through the process and advised by service personal or devices. Tablets, glasses and projections may work visually, but the operating standards are still to be further developed before we will see these new technologies start to be applied in different fields and have more active users. Critically assessing and comparing existing literature will be the basis of this research. The analysis of three case studies on the integration of technology into a design concept will help to identify how retail design and technology can be smoothly interlocked in terms of the customers experience. Furthermore, conducting an interview with a retail space owner and interior designer will provide information to back up the importance of this research.” -- Introduction, p. 1-2.
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Current location Collection Call number Status Date due Barcode
Klingemann Library
DESIGN -- Interior design, architecture BB 400.03.01 W825 2018 (Browse shelf) No access to hard copy 2019-0262

DISSERTATION NOTE: bachelor thesis in Interior Design, BAU International Berlin University of Applied Sciences, Berlin, Germany, 2018.

BIBLIOGRAPHY NOTE: includes bibliographical references (p. 44-46).

MACHINE-GENERATED CONTENTS NOTE:
1 Introduction --
2 Literature Review --
3 Research Design and Methods --
4 Summary of Research Results --
4.1 History of retail --
4.2 Shopping today --
4.3 Designing retail spaces --
4.3.1 Layout --
4.3.2 Atmosphere --
4.3.3 In-store service and experience --
5 Technologies --
5.1 Augmented reality --
5.2 Tablets --
5.3 Wearables --
5.4 Beacons --
5.5 Magic mirrors --
5.6 Interactive walls --
5.7 Kinect --
5.8 Facial recognition --
6 Integration of Technology In Retail --
7 Case Studies --
7.1 Burberry Flagship Store, London --
7.2 Telekom fair stand, MWV Barcelona --
7.3 11teamsports, Berlin --
8 Interview --
8.1 Simon Schäfer, Founder & Designer Of Meisterschuh Gmbh --
9 Advantages & Disadvantages for Stakeholders --
9.1 Retailers --
9.2 Customers --
9.3 Designers --
10 Design Proposal For Y-3 Motion Store Concept --
10.1 Introduction to project --
10.2 Site --
10.3 Concept --
10.4 Plans and Sections --
10.5 User experience and implementation of technology --
11 Conclusion --
12 References --
13 Appendix --
13.1 Interview with Simon Schäfer, Founder & Designer of Meisterschuh GmbH.

MACHINE-GENERATED SUMMARY NOTE:
“This research explores the boundaries between virtual and analogue space. What happens when we merge actual space with an augmented experience or illusion? A digital store design can change the future of shopping, bring advantages to retailers and customers and reform how retail designers approach their work. ‘We are finally past the pilot phase. And we are now beginning to prove that the technology has business applicability—and, as importantly, the ability to really help humans.’ (Hunter 2017, 1)
The aim of this research is to explore the challenges and opportunities when using augmented reality (AR) and contemporary media in retail stores, in order to determine their impact on how to plan a successful store design. To create a story within this thesis, a series of research questions will be asked. Starting with an overview of the existing shopping experiences before new media technologies and augmented reality. How do we shop? What are the factors that positively influence our buying behavior and how are retail spaces planned to influence this? Moving on, what the term augmented reality is commonly used for and what new media technologies we can profit from, will be defined. How does the technology work and what are current AR trends? How can it be integrated in retail effectively and what are some functioning examples? This research will examine whether it is even measurable and if so, can this technology lead to a higher ROI?
‘The success of any retail interior does not depend on brand, product or building alone. The interior layout plays an important role in making the transition for the customer from outside to inside seamless.’ (Mesher 2010, 115) Therefore, this thesis will propose a smart retail design that is user friendly and enforces shopping behavior by offering a unique experience, in addition to a fluid buying process.
There are two important perspectives, one being that of the retailer investing in a technology and the other being the target group that is to experience and profit from it. For retailers, there exists a conflict between what is possible technologically and the problems that come along with it. The reason why most retailers are not using contemporary technology in their stores yet, is that it is not long lasting and there are constantly newer versions coming out with no guarantee of positive results. In comparison to touch screens for example, there is no standardisation of AR, so users are not directly sure of how to interact with the technology or even aware that it is there. This means that customers would still need to be guided through the process and advised by service personal or devices. Tablets, glasses and projections may work visually, but the operating standards are still to be further developed before we will see these new technologies start to be applied in different fields and have more active users.
Critically assessing and comparing existing literature will be the basis of this research. The analysis of three case studies on the integration of technology into a design concept will help to identify how retail design and technology can be smoothly interlocked in terms of the customers experience. Furthermore, conducting an interview with a retail space owner and interior designer will provide information to back up the importance of this research.”
-- Introduction, p. 1-2.

SOURCE OF ACQUISITION NOTE: hard and digital copies acquired as obligatory copies from the author via Examinations Office, 2019-01-16. 1

ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences.

CATALOGUING: original descriptive cataloguing + summary + contents, 2019-03-28, 2019-11-16.

CATALOGUING: subject indexing + call number with BIDAC, 2019-03-28.

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