Usability for Blended Shopping: Solving major flaws by applying Usability Engineering and proven integration technologies

The relevance of usability with regard to Blended Shopping concepts is addressed in this paper. First an introduction into usability as a crucial acceptance factor for applications is given. Then Blended Shopping - the combination of traditional retail and eCommerce - in practice is analyzed. Research findings presented reveal that merchants do not apply Blended Shopping concepts in practice until now. It is assumed that usability flaws are one of the main barriers for Blended Shopping. Different dimensions of usability problems that prohibit a wide acceptance among users are explained and analyzed. Then a methodological approach is suggested to address vertical problems. A technology-driven approach to address horizontal problems is described. The paper will close with a future outlook.