Enhancing user experience through pervasive information systems: The case of pervasive retailing

Pervasive information systems (PIS) constitute an emerging class of information systems (IS) where information technology (IT) is gradually embedded in the physical environment, capable of accommodating user needs and wants when desired. PIS differ from desktop information systems (DIS) in that they provide new means of interaction and can generate new experiences for their users. This paper investigates the effects of PIS to user experience in the context of retailing. A prototype PIS was implemented to serve as vehicle for a field experiment in a Greek supermarket. Shoppers were invited to use the system and provide feedback on its effects on their shopping experience within the store. The research revealed that several dimensions of the shopping experience, namely entertainment, shopping efficiency, budget monitoring, time pressure, information search, checkout problems, and promotions overload, were positively affected by the PIS. The study results suggest that embedding pervasive technologies to the retail arena may enable retailers to differentiate by providing customer-centric services that alleviate shoppers' perception of confusion, stress, and routine during the shopping session and increase store loyalty.