Iris Uitz and Roxane Koitz
In Global Business Conference 2013 Proceedings, pages 244–252, Zagreb, Croatia, 2013. Innovation Institute.
Publication year: 2013

Background: The ubiquitous nature of smartphones and their expendability through mobile applications provide a vast amount of opportunities for businesses. Location Based Services (LBS), which provide consumers with location specific information, are widely spread and allow a range of applications from navigation services to systems enabling mobile marketing strategies.  Retail is one of the fields, which can benefit from the use of LBS apps. However the drivers for consumer adoption of those systems have not been paid a lot of attention in the literature.  Objectives: The purpose of this paper is to asses the importance of usability within the context of consumer acceptance of LBS apps in the retail environment. Further some possible usability issues adhered to those systems are to be determined. Methods/Approach: An automated remote usability test of the LBS app aisle411 was conducted. The app provides users with the functionalities to create shopping lists and navigate to the items in the shopping list inside a store. Results and Findings: All in all seven usability issues have been reported by the test subjects. The most critical problem concerned the icon representing the barcode scanner, which troubled more than a third of the test participants. Conclusions: The usage of icons difficult to recognize or functions confusing to the consumers provide a great hindrance for users in achieving a specific task. Hence usability plays a major role in enhancing user acceptance of LBS apps in the retail environment.