DESIGN AND FUNCTIONALITY IN INTERACTIVE DISPLAYS FOR RETAIL SELF-SERVICE
DOI:
https://doi.org/10.56238/levv12n30-022Keywords:
Fixtures, Poit-of-sales, Pos, Self-service, Retail, Interactive Displays, Shopper, Shopper Journey, Automation, Usability, Consumer Experience, Merchandising, Product ExhibitionAbstract
This article analyzes the relevance of interactive displays applied to self-service in retail, emphasizing the transition from traditional points of sale to digital and intelligent environments. The research was designed as a bibliographic study with an analytical approach, based on scientific articles published between 2017 and 2021, selected according to open access and thematic relevance criteria. The analysis was structured into three axes: embedded technology, interactivity, and functionality. The findings indicate that technical advances, such as sensors, RFID, and computer vision, have expanded automation and system integration, while interactivity has proven to be decisive for consumer acceptance, being influenced by individual factors such as technological readiness and trust in the system. Functionality, in turn, was shown to be essential for ensuring usability, ergonomics, and communication clarity, reducing friction throughout the shopping journey. It is concluded that, although the expansion of interactive displays in retail is evident, limitations related to negotiation between the manufacturer and the retail chain and also the inclusion of different consumer profiles. Future directions highlight the need for responsive design, omnichannel integration, and real-time data analysis as key resources to enhance the shopping experience and consolidate customer trust in both national and international contexts.
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