The Determination of Customer Location as Human-Computer Interaction in the Retail Trade: Potentials and New Business Models

The Customer Journey has to be better grasped and understood, so that enterprises will be able to exist at the stationary trade regarding the future of digital competition. The seamless transition from outdoor to indoor navigation and analyses of movement streams enable many new fields of application, which improve the Customer Journey. The derivation of new fields of application and business models requires knowledge of a market’s needs and potentials. The aim of this work is to determine the needs and potentials for the regulation of indoor location as well as the derivation of new cases of application and potential business models. For this purpose, interviews with experts from leading software and technology companies as well as specialists of retail trade with many years of professional experience were conducted.