Interactive window display design in physical store environments: A systematic review of current research and future directions

Chaojiang Hu; Mohd Jaki bin Mamat; Firzan Muhammad

doi:10.30822/arteks.v11i3.5283

Penulis

Chaojiang Hu Universiti Sains Malaysia
Mohd Jaki bin Mamat Universiti Sains Malaysia
Firzan Muhammad Universiti Sains Malaysia

DOI:

https://doi.org/10.30822/arteks.v11i3.5283

Kata Kunci:

Environmental psychology, Interactive window display, Physical retail environment, Storefront design, Systematic review

Abstrak

This systematic review examines the current state of research on interactive window display design in physical retail environments. Following PRISMA guidelines, a comprehensive search of Web of Science and Scopus databases (2006-2025) identified 186 records, with 141 unique articles after deduplication. Through title and abstract screening, 105 articles were excluded, resulting in 36 articles for full-text review. The final synthesis includes 17 core empirical studies, supplemented by 3 partially relevant articles and 6 foundational theoretical works identified through snowball sampling. The reviewed literature reveals four major research themes: consumer behavior and experiential responses, interaction technologies and interface design, design strategies and spatial integration, and technical implementation and system architecture. Key findings indicate that interactive window displays influence consumer approach behaviors through emotional mediation, with pleasure as the primary driver and arousal serving as an amplifier in pleasant environments. Interaction modalities significantly affect user experience, with multi-modal feedback and social elements enhancing engagement. Design strategies must integrate lighting, interface, and spatial elements to create seamless transitions between physical and digital realms. However, significant research gaps persist, particularly regarding design processes and tools, cross-cultural comparisons, longitudinal effects, and sustainability considerations. This review proposes an integrated four-layer design framework—context, experience, interaction, and interface to guide future research and practice. Future directions include multi-sensory integration, adaptive spatial design, human-AI collaboration, sustainable interface design, cross-cultural studies, longitudinal impact assessment, and design tool development. This synthesis contributes to advancing both academic understanding and practical application of interactive window display design.

Unduhan

Data unduhan tidak tersedia.

Referensi

Aguirre Reid, S., and R. Lackes. 2023. “Digital Store Window: A Promising Approach for Stationary Retailer in Germany?” In Lecture Notes in Business Information Processing, edited by K. Hinkelmann, F. J. López-Pellicer, and A. Polini, 61–68.

Bitner, Mary Jo. 1992. “Servicescapes: The Impact of Physical Surroundings on Customers and Employees.” Journal of Marketing 56 (2): 57–71. https://doi.org/10.1177/002224299205600205.

Blázquez, Marta. 2014. “Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience.” International Journal of Electronic Commerce 18 (4): 97–116. https://doi.org/10.2753/JEC1086-4415180404.

Carolis, Berardina De, and Giuseppe Palestra. 2017. “Evaluating Natural Interaction with a Shop Window.” In Proceedings of the 12th Biannual Conference on Italian SIGCHI Chapter, 1–4. New York, NY, USA: ACM. https://doi.org/10.1145/3125571.3125601.

Carrai, R. 2022. “Aire a La Venta. Desde Los Primeros Escaparates Modernos Hasta Las Exhibiciones Maximizadas de IKEA.” Materia Arquitectura 22:110–31.

Cazzato, Dario, Marco Leo, Paolo Spagnolo, and Cosimo Distante. 2014. “Pervasive Retail Strategy Using a Low-Cost Free Gaze Estimation System.” In , 23–39. Springer International Publishing. https://doi.org/10.1007/978-3-319-12811-5_2.

Cremonesi, Paolo, Antonella Di Rienzo, Franca Garzotto, Luigi Oliveto, and Pietro Piazzolla. 2016. “Smart Lighting for Fashion Store Windows.” In Proceedings of the International Working Conference on Advanced Visual Interfaces, 13–20. New York, NY, USA: ACM. https://doi.org/10.1145/2909132.2909259.

Donovan, Robert, and J. R. Rossiter. 1982. “Store Atmosphere: An Environmental Psychology Approach.” Journal of Retailing 58 (1): 34–57.

Doorn, Mark van, Arjen de Vries, and Emile Aarts. 2008. “End-User Software Engineering of Smart Retail Environments: The Intelligent Shop Window.” In Ambient Intelligence, edited by E. Aarts, J. L. Crowley, B. De Ruyter, H. Gerhäuser, A. Pflaum, J. Schmidt, and R. Wichert, 157–74. https://doi.org/10.1007/978-3-540-89617-3_11.

Hu, Chaojiang, Mohd Jaki Bin Mamat, and Firzan Aziz. 2024. “Engaging the Shopper: Exploring the Influence of Interactive Technology in Window Displays on Consumer Behavior.” Pakistan Journal of Life and Social Sciences 22 (1): 176–91.

Kessels, Angelique, Evert van Loenen, and Tatiana Lashina. 2009. “Evaluating Gaze and Touch Interaction and Two Feedback Techniques on a Large Display in a Shopping Environment.” In Human-Computer Interaction, edited by T. Gross, J. Gulliksen, P. Kotzé, L. Oestreicher, P. Palanque, R. O. Prates, and M. Winckler, 595–607. Berlin: Springer. https://doi.org/10.1007/978-3-642-03655-2_66.

Lecointre-Erickson, Danielle, Bruno Daucé, and Patrick Legohérel. 2018. “The Influence of Interactive Window Displays on Expected Shopping Experience.” International Journal of Retail & Distribution Management 46 (9): 802–19. https://doi.org/10.1108/IJRDM-05-2017-0111.

Mehrabian, Albert, and James A. Russell. 1974. An Approach to Environmental Psychology. Cambridge, MA: MIT Press.

Nepomuceno, Gisele, Catarina Moura, and Fernando Oliveira. 2023. “Facades, Visual Merchandising, and Storytelling, How Brands Reinvent Themselves in the Post-Pandemic.” In Advances in Fashion and Design Research, 450–59. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-031-16773-7_39.

Nordh, Alexander, and Joakim Nordh. 2012. “The Interactive Shopping Window.” Chalmers University of Technology.

Osadchiy, Viktor, Olga Galchynska, Sara Krykbayeva, Karolina Kasianenko, and Iryna Krasylnykova. 2025. “Interactive Installations and Innovative Design Solutions Using Artificial Intelligence.” Sustainable Engineering and Innovation 7 (2): 507–20. https://doi.org/10.37868/sei.v7i2.id583.

Page, Matthew J, Joanne E McKenzie, Patrick M Bossuyt, Isabelle Boutron, Tammy C Hoffmann, Cynthia D Mulrow, Larissa Shamseer, et al. 2021. “The PRISMA 2020 Statement: An Updated Guideline for Reporting Systematic Reviews.” BMJ 372 (March):n71. https://doi.org/10.1136/bmj.n71.

Pantano, Eleonora. 2016. “Engaging Consumer through the Storefront: Evidences from Integrating Interactive Technologies.” Journal of Retailing and Consumer Services 28 (January):149–54. https://doi.org/10.1016/j.jretconser.2015.09.007.

Pantano, Eleonora, and Giuseppe Naccarato. 2010. “Entertainment in Retailing: The Influences of Advanced Technologies.” Journal of Retailing and Consumer Services 17 (3): 200–204. https://doi.org/10.1016/j.jretconser.2010.03.010.

Pantano, Eleonora, Constantinos Vasilios Priporas, and Pantea Foroudi. 2019. “Innovation Starts at the Storefront.” International Journal of Retail & Distribution Management 47 (2): 202–19. https://doi.org/10.1108/IJRDM-07-2018-0120.

Perry, Mark, Steve Beckett, Kenton O’Hara, and Sriram Subramanian. 2010. “WaveWindow.” In ACM International Conference on Interactive Tabletops and Surfaces, 109–12. New York, NY, USA: ACM. https://doi.org/10.1145/1936652.1936672.

Petticrew, Mark, and Helen Roberts. 2006. Systematic Reviews in the Social Sciences: A Practical Guide. 1st ed. Wiley.

Puccinelli, Nancy M., Ronald C. Goodstein, Dhruv Grewal, Robert Price, Priya Raghubir, and David Stewart. 2009. “Customer Experience Management in Retailing: Understanding the Buying Process.” Journal of Retailing 85 (1): 15–30. https://doi.org/10.1016/j.jretai.2008.11.003.

Qu, Y., and J. Ren. 2015. “The Application of Wi-Fi Technology in Apparel Marketing.” In Text. Bioeng. Inform. Symp. Proc. TBIS, 414–20.

Reitberger, W., A. Meschtscherjakov, T. Mirlacher, T. Scherndl, H. Huber, and M. Tscheligi. 2009. “A Persuasive Interactive Mannequin for Shop Windows.” In Proceedings of the 4th International Conference on Persuasive Technology, 1–8. New York, NY, USA: ACM. https://doi.org/10.1145/1541948.1541954.

Turley, L.W, and Ronald E Milliman. 2000. “Atmospheric Effects on Shopping Behavior.” Journal of Business Research 49 (2): 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7.

Xing, Tu. 2019. “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, 131–34. New York, NY, USA: ACM. https://doi.org/10.1145/3361758.3361779.

Zielinska-Dabkowska, Karolina M., and Kyra Xavia. 2019. “Global Approaches to Reduce Light Pollution from Media Architecture and Non-Static, Self-Luminous LED Displays for Mixed-Use Urban Developments.” Sustainability 11 (12): 3446. https://doi.org/10.3390/su11123446.