Research Directions for Digital Signage Systems in Retail (EICN 2018) Christine Bauer, Marion Garaus, Christine Strauss, Udo Wagner, Institute of Computational Perception, Johannes Kepler University Linz.
This paper discusses research to be carried out on the theme of DS in retail environments and particularly on how it can exploit the available technology. It particularly explores what research exist and specifically presents two themes:
- What specific requirements exist at the time related to DS content in retailing.
- What regulatory framework is there to determine:
- how personal data is sensed, stored and exploited in retail premises,
- what attitudes do consumers have towards data collection and its exploitation in public spaces.
The film “Minority report”, (based in the year 2054 but made in 2002), highlights technological, ethical issues and concerns of such systems. All of this is currently available but not all implemented due to legal restrictions. According to the EDPS (October,2019) “Facial Recognition technology may easily be used for other purposes (“function creep”). Moreover, poor quality underlying datasets can result in bias or discrimination”.
The research questions are detailed and structured first to identify the existing landscape (fig.1) and then to address the legal and ethical attributes to the landscape at that time.
Some of the then findings may not still be attributable now (2021) particularly with regards to regulatory procedure.
The research in question is not only interesting but also extremely important. It affects not only consumers but also companies who wish to implement the technology.
Whilst the theme for the new research is original, most of the data references other (related) papers (2011. 2012, 2014. 2017) from the same author. The previous papers do cover many aspects of previous research related to adaptation to technological advancements as well as themes such as POT and POW that will be covered here. This though shows consistency in updating previous findings and extending the research in relation to current trends and technological advances.
The background research is clear and relevant in identifying firstly the specific area of DS in retail but also in consumer attitude to the data collection methods.
There are many ethical issues that are addressed, particularly in relation to how consumers interpret the data collected and how it is exploited. Some elements are covered by legal review (GDPR) but many of the ethical issues are left open to debate.
The research that has so far been summarized is based on previous empirical research carried out by the authors and published in previous papers. The authors have used the informed argument method(fig.2) (Hevner et al. 2004), to design their framework (fig.3) in their initial 2011 research. For the current research, the authors recommend empirical studies using prototypes or mockups with the latest technology.
The paper only presents hypothetical analyses for elements of the research. The authors make recommendations for field studies that will enhance existing data.
The paper is concise, but to get a greater understanding of the research framework further reading of previous papers by the authors and other experts is required.
The paper is logically organised in how it outlines the theories and continued development of the technology. It discusses that there is a need for further research in this continuously evolving market. Symbols and terms are presented clearly. Diagrams, as used in other papers from the author, may have added more clarity.
References:
Bauer, Christine, Paul Dohmen, and Christine Strauss (2012) “A Conceptual Framework for Backend Services of Contextual Digital Signage.” Journal of Service Science Research: p. 271–297
Hevner, Alan, March, Salvatore, Park, Jinsoo (2004) Design Science in IS Research, MIS Quarterly Vol. 28 No. 1/March 2004
Minority report Facial recognition https://youtu.be/uiDMlFycNrw (2002)
Further Reading:
Bauer, Christine, Paul Dohmen, and Christine Strauss (2011) “Interactive Digital Signage: An Innovative Service and its Future Strategies.” Proceedings of the 1st International Workshop on Frontiers in Service Transformations and Innovations (FSTI 2011): p. 137–142.
Bauer, Christine, Paul Dohmen, and Christine Strauss (2012) “A Conceptual Framework for Backend Services of Contextual Digital Signage.” Journal of Service Science Research: p. 271–297
Bauer, Christine and Peter Lasinger (2014) “Adaptation strategies to increase advertisement effectiveness in digital media.” Management Review Quarterly: p. 101–124.
Bauer, Christine and Alexander Novotny (2017) “A consolidated view of context for intelligent systems.” Journal of Ambient Intelligence and Smart Environments: p. 377–393.
Amscreen’s OptimEyes Facial detection. (2013) BBC TV Click, https://youtu.be/SORxNAUHaZU
EDPS Podcast Democratic Societies in a Digital Age. Ep.1: Mass Surveillance and Facial Recognition https://edpsweb-videos.s3-eu-west-1.amazonaws.com/Ep1MassSurveillanceAndFacialRecognition.mp3
Sergio Mannino (8/5/2020) “How Facial Recognition Will Change Retail”, Forbes Magazine https://www.forbes.com/sites/forbesbusinesscouncil/2020/05/08/how-facial-recognition-will-change-retail/?sh=765e701e3daa
Hevner, Alan, March, Salvatore, Park, Jinsoo (2004) Design Science in IS Research, MIS Quarterly Vol. 28 No. 1/March 2004
SPDR Facial recognition https://youtu.be/fcGzHyUlOS0
Parth Misra (29/10/2018) “Here’s how face recognition tech can be GDPR compliant”. TNW, TheNextWeb https://thenextweb.com/contributors/2018/10/29/heres-how-face-recognition-tech-can-be-gdpr-compliant/