Sustaining User Experience in a Smart System in the Retail Industry

Retail enterprises are embracing new technologies to provide innovative services to customers and engage them. Unmanned retail stores offer a completely new seamless shopping experience for customers. Moreover, artificial intelligence (AI) technology and sophisticated customer behavior should be explored in depth to develop a smart system to serve customers. This study focused on achieving a sustainable user experience with a smart system installed in an autonomous store. The development of core functions and a rule-based knowledge set are regarded as the most important tasks in designing autonomous services. In the case study, the core functions were developed on the basis of the design science concept and the rule-based knowledge set was constructed using the action research approach. The developed smart system was optimized to understand in-store customer behavior by continuously observing and refining the user experience. The practical experience of this study provides insights into AI technology use in retailing and can guide enterprises in developing smart systems.