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industries have been developing new kind of technologies and concepts in hope for a better shopping experience for and
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1. Introduction
Keywords: Literature Review; Feasiblity Study; Jobs to Be Done; VR Shopping; Just Walk Out Shopping; Smart Trolley; Shopping;
1. Introduction
1. Introduction
Computational
Keywords: Intelligence
Literature 2020 Study; Jobs to Be Done; VR Shopping; Just Walk Out Shopping; Smart Trolley; Shopping;
Review; Feasiblity
Keywords: Literature Review; Feasiblity Study; Jobs to Be Done; VR Shopping; Just Walk Out Shopping; Smart Trolley; Shopping;
1. Introduction
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Heraldo Y Purwantono et al. / Procedia Computer Science 179 (2021) 468–479 469
can
can be
be done
done with swipes of
with swipes of aa credit
credit card,
card, toto aa digital
digital wallet,
wallet, even
even then
then people
people can
can order
order items
items from
from their
their
smartphones and wait for it to arrive at their front door [34]. Despite these advancements,
smartphones and wait for it to arrive at their front door [34]. Despite these advancements, of course still, of course still, there
there
might
might have
have some
some deficiencies.
deficiencies. Online
Online order
order that
that had been made
had been made turned
turned outout inaccurate
inaccurate oror maybe
maybe different
different from
from
what was expected, Credit card payment that supposed to quicken payment process
what was expected, Credit card payment that supposed to quicken payment process impeded by technical issues impeded by technical issues
and
and security
security threat
threat [35]
[35] instead,
instead, and and digital
digital wallets
wallets that
that similarly
similarly aim
aim to
to improve
improve shoppers
shoppers time
time efficiency
efficiency turns
turns
out
out not solving the problem if an average person buys a large amount of item at once and therefore lengthy
not solving the problem if an average person buys a large amount of item at once and therefore lengthy queue
queue
are
are inevitable
inevitable [1].[1]. From
From these
these deficiencies,
deficiencies, all all the
the technology
technology withwith their
their features
features currently
currently looking
looking forward
forward for for
improvement
improvement and and fixes
fixes so
so the
the shoppers'
shoppers' shopping
shopping experience
experience are are proven.
proven. Therefore,
Therefore, this
this study
study discussed
discussed some some of of
the
the technologies
technologies that that are
are may
may foundfound promising
promising and and provide
provide aa better
better shopping
shopping experience
experience to to its
its user.
user. Those
Those
technologies
technologies that that was
was found
found including
including Smart
Smart Trolley,
Trolley, VR VR Shopping,
Shopping, and and Just
Just Walk
Walk OutOut Shopping.
Shopping. These These
technologies
technologies tend to be new and looking forward to being avowed by the Indonesian market. Before
tend to be new and looking forward to being avowed by the Indonesian market. Before we we looklook
further
further to
to its
its functionality
functionality so so these
these technologies
technologies are publicly available,
are publicly available, wewe need
need toto consider
consider their
their feasibility.
feasibility. The The
aspect that need to be considered for feasibility analysis are market aspect, technical aspect, financial
aspect that need to be considered for feasibility analysis are market aspect, technical aspect, financial aspect, legal aspect, legal
aspect, and risk
aspect, and risk identification.
identification. Described
Described aspects
aspects are
are initial
initial consideration
consideration for for ongoing
ongoing research
research related
related to to these
these
technologies are feasible to be marketed or more improvement needed corresponding
technologies are feasible to be marketed or more improvement needed corresponding to market demands [36]. to market demands [36].
Besides feasibility
Besides feasibility analysis
analysis based
based on on those
those 55 aspects,
aspects, this
this study
study include
include Jobs
Jobs ToTo Be
Be Done
Done (JTBD)
(JTBD) Framework
Framework as as
well
well in
in assessing
assessing feasibility
feasibility fromfrom another
another point
point ofof view
view on on each
each mentioned
mentioned technologies.
technologies.
2.
2. Theoretical
Theoretical Background
Background
2.1. Feasibility Study
Feasibility study
Feasibility study is is the
the initial
initial consideration
consideration that that must
must be
be done
done before
before running
running aa business.
business. This
This study
study also
also
forms the
forms the basis
basis for
for business
business decisions,
decisions, so so that
that neither
neither any any party
party would
would be be harmed.
harmed. The The feasibility
feasibility study
study also
also
consists of
consists of several
several aspect:
aspect: market,
market, technical,
technical, financial,
financial, legal
legal and
and risk
risk identification.
identification. Marketing
Marketing aspectaspect become
become one one
of the
of the main
main reasons
reasons forfor assessing
assessing feasibility
feasibility [17].[17]. Apart
Apart from
from evaluating
evaluating whether
whether or or not
not the
the product
product is is suitable
suitable forfor
marketing,
marketing, it it must
must also
also be
be considered
considered that that the
the product
product is is acceptable
acceptable by by the
the public.
public. In
In general,
general, market
market aspects
aspects reflect
reflect
the
the response
response of of requests
requests fromfrom the
the public.
public. In In analyzing
analyzing the the market
market aspects
aspects of of aa feasibility
feasibility study,
study, information
information is is
needed
needed to support the possibility of market reaction to offered products [4]. Technical aspects in a feasibility study
to support the possibility of market reaction to offered products [4]. Technical aspects in a feasibility study
generally
generally discuss
discuss various
various aspects
aspects that
that functionally
functionally support
support aa product
product to to operate
operate properly.
properly. BothBoth the
the internal
internal factors
factors
of
of each
each component
component in in the
the product
product that
that makes
makes thethe product
product functioned
functioned properly,
properly, as as well
well as
as external
external factors
factors such
such as as
facilities,
facilities, human
human resources
resources and and management
management systems systems thatthat ensure
ensure these
these marketed
marketed products
products are are approachable
approachable by by its
its
user
user and
and properly
properly maintained
maintained [17].[17]. InIn this
this aspect
aspect also
also included
included user
user scenario
scenario when
when they
they interact
interact oror work
work alongside
alongside
with
with the technology, this method is crucial based on [5] to observe user behaviours when they are
the technology, this method is crucial based on [5] to observe user behaviours when they are working
working
alongside
alongside the the technology
technology on on solving
solving their their own
own problem
problem and and might
might give
give feedback
feedback for for further
further technology
technology
development.
development. Financial
Financial aspects
aspects of of aa feasibility
feasibility study
study indicate
indicate that
that other
other aspects
aspects have
have been
been considered
considered and and the
the data
data
required
required has been collected. From that data, an estimation of the costs needed to establish the project will
has been collected. From that data, an estimation of the costs needed to establish the project will be be
calculated
calculated [17].
[17]. Legal
Legal aspects
aspects in in aa feasibility
feasibility study
study discusses
discusses the the legal
legal validity
validity ofof aa technology.
technology. This This aspect
aspect must
must
be
be considered
considered because
because in in marketing
marketing their their products,
products, aa company
company involved
involved many many of of their
their partners
partners withwith its
its own
own
interests.
interests. The
The other
other function
function fromfrom thethe legal
legal aspect
aspect aside
aside from
from ensuring
ensuring the the legal
legal state
state of
of this
this technology
technology so so itit can
can
operate,
operate, while
while avoiding
avoiding conflict
conflict ofof interest
interest from
from various
various partners
partners thatthat are
are involved
involved [36].
[36]. Every
Every decision
decision hashas itsits
own
own consequences
consequences and and risks
risks toto be
be dealt
dealt with.
with. Where
Where various
various factors
factors both
both internally
internally from
from thethe product
product itself
itself and
and
external
external factors
factors that
that can
can fail
fail the
the product
product to to operate
operate properly
properly willwill be
be discussed
discussed in in this
this aspect.
aspect. InIn this
this study,
study, aa SWOT
SWOT
analysis
analysis will be involved in assessing risk identification. SWOT analysis stands for strengths, weaknesses,
will be involved in assessing risk identification. SWOT analysis stands for strengths, weaknesses,
opportunities,
opportunities, and and threats.
threats. As As it
it stands
stands for, for, SWOT
SWOT analysis
analysis areare methods
methods thatthat have
have been
been used
used toto describe
describe project
project
based
based on its strength, weakness, opportunities, and threat both ongoing or planned project. By implementing
on its strength, weakness, opportunities, and threat both ongoing or planned project. By implementing
SWOT
SWOT analysis
analysis in in this
this aspect,
aspect, hopefully
hopefully analyzing
analyzing becomes
becomes easier
easier andand makes
makes vision
vision and
and mission
mission moremore achievable
achievable
[37].
[37].
2.2. Jobs to
2.2. Jobs to Be
Be Done
Done Framework
Framework
The
The main
main function
function of jobs to
of jobs to be
be done
done used
used in
in this
this studies
studies because
because ofof every
every methods
methods that
that occur
occur in
in jobs
jobs to
to be
be
done theory were considered relevant to assess feasibility based on its user's experience [5].
done theory were considered relevant to assess feasibility based on its user's experience [5]. The fundamentalThe fundamental
reason why
reason why user
user use
use this
this technology
technology and
and how
how it
it affects
affects their
their daily
daily life
life is
is the
the reason
reason that
that technology
technology is
is suitable
suitable to
to
be marketed,
be marketed, above
above allall standards
standards that
that are
are required,
required, and
and need
need toto be
be implemented
implemented in in each
each technology
technology soso it
it can
can be
be
commercialized [26].
commercialized [26]. Therefore,
Therefore, inin this
this section
section author
author will
will describe
describe the
the main
main reason
reason user
user use
use technology
technology offered
offered
to accomplished
to accomplished their
their main
main task
task based
based onon several
several stages
stages of
of work.
work. Using
Using job
job map
map [38]
[38] we
we can
can describe
describe the
the core
core
functional job,
functional job, deconstructed
deconstructed into into its
its discrete
discrete process
process oror job
job steps,
steps, which
which explains
explains step-by-step
step-by-step exactly
exactly the
the
470 Heraldo Y Purwantono et al. / Procedia Computer Science 179 (2021) 468–479
customer
customer is is trying
trying toto get
get done.
done. This job map
This job map does
does not
not discuss
discuss what
what they
they are
are doing
doing (based
(based on
on solutions
solutions perspective),
perspective),
but rather what they want to accomplish (based on needs perspective). After completing the
but rather what they want to accomplish (based on needs perspective). After completing the job map analysis, job map analysis, the
the
next step that needs to be analyzed is what other jobs that are also completed before, while, or
next step that needs to be analyzed is what other jobs that are also completed before, while, or after user getting after user getting
their core
their core task
task done.
done. And
And what
what other
other emotional
emotional fulfilment
fulfilment that
that are
are accomplished
accomplished during
during those
those executions.
executions. From
From
the task that have been collected, rate those tasks based on its priorities and its end result.
the task that have been collected, rate those tasks based on its priorities and its end result. Desired outcomes Desired outcomes
measures each
measures each task
task completed
completed byby the
the user
user with
with each
each result
result [26].
[26]. After
After all
all analysis
analysis ofof each
each fundamental
fundamental process
process of
of
the job map, related jobs, emotional jobs, and category of each desired outcomes are completed.
the job map, related jobs, emotional jobs, and category of each desired outcomes are completed. Then, we combine Then, we combine
those results
those results in
in aa model
model called
called "JTBD
"JTBD canvas",
canvas", and
and it
it was
was the
the final
final output
output of
of aa JTBD
JTBD framework
framework [26].
[26].
3.
3. Methodology
Methodology
3.1. Research
3.1. Research Methodology
Methodology
Market
Market
Aspects
Aspects
Technical
Technical
Aspects
Aspects
Research
Research Literature Financial
Result Done
Start Object Literature Financial Conclusion Result Done
Start Object Review
Aspects
Aspects Conclusion
Identification Review
Identification
Legal
Legal
Aspects
Aspects
Risk
Risk
Identification
Identification
Factor
Factor
Figure 1. Research methodology flowchart

Figure 1. Research methodology flowchart
At
At the
the beginning
beginning ofof this
this study,
study, research
research will
will begin
begin with
with the
the object
object identification
identification stage.
stage. At
At this
this stage
stage researcher
researcher
conducts
conducts a search on technologies related to shopping and peoples' shopping behaviour. This identification reflects
a search on technologies related to shopping and peoples' shopping behaviour. This identification reflects
on
on what
what innovations
innovations required
required to
to help
help and
and make
make itit easier
easier for
for shoppers
shoppers to to get
get the
the products
products they
they are
are looking
looking for,
for, what
what
are
are the
the benefits
benefits ofof innovation
innovation offered
offered to
to owners,
owners, will
will it
it disrupt
disrupt the
the market?
market? oror not?
not? The
The next
next stage,
stage, the
the literature
literature
review
review stage,
stage, discussion
discussion about
about various
various studies,
studies, articles,
articles, scientific
scientific journals,
journals, and
and other
other various
various form
form ofof paper
paper that
that
are
are related
related toto technologies
technologies obtained
obtained from
from object
object identification
identification stage.
stage. In
In selecting
selecting various
various literature,
literature, feasibility
feasibility
aspects
aspects are
are also
also taken
taken into
into consideration
consideration forfor more
more perspicuous
perspicuous research
research result.
result. Moreover,
Moreover, theories
theories that
that support
support the
the
understanding
understanding of methods that will be used for analyzing on the next stage will also be explained at this
of methods that will be used for analyzing on the next stage will also be explained at this stage.
stage.
These
These methods
methods include
include feasibility
feasibility study
study and
and jobs
jobs to
to be
be done.
done. Lastly,
Lastly, after
after various
various literature
literature was
was collected,
collected, obtained
obtained
literature
literature will be analyzed using mentioned methods to assess feasibility. And by using those method,
will be analyzed using mentioned methods to assess feasibility. And by using those method, expected
expected
results
results can
can be
be concluded
concluded whether
whether the
the innovations
innovations offered
offered are
are feasible
feasible or or not
not feasible
feasible to
to be
be commercialized.
commercialized.
3.2.
3.2. Literature
Literature Review
Review
As aa result
As result of
of literature
literature review
review stage,
stage, researcher
researcher found
found several
several studies
studies that
that are
are relevant
relevant toto discussed
discussed
technologies. Table 3 below are insight of various studies identified based on each technology's feasibility aspects.
technologies. Table 3 below are insight of various studies identified based on each technology's feasibility aspects.
Table 1. Publication found based on technology and feasibility
Table 1. Publication found based on technology and feasibility
Technology Aspects Studies
Technology Aspects Studies
Smart Trolley Market Aspect [14], [23], [24]
Smart Trolley Market Aspect [14], [23], [24]
Financial Aspect [14], [23]
Financial Aspect [14], [23]
Technical Aspect [1], [3], [16], [19], [22], [25], [28], [30], [32]
Technical Aspect [1], [3], [16], [19], [22], [25], [28], [30], [32]
Legal Aspect [41]
Legal Aspect [41]
Risk Identification Factor [1], [3], [14], [19], [23], [24], [25], [42]
Risk Identification Factor [1], [3], [14], [19], [23], [24], [25], [42]
VR Shopping Market Aspect [39]
VR Shopping Market Aspect [39]
Financial Aspect [29]
Technical Aspect [2], [10], [12], [13], [15], [18], [20], [29]
Legal Aspect [41]
Legal Aspect [41]
Risk Identification Factor [2], [12], [13], [20], [29], [39], [42]
Risk Identification Factor [2], [12], [13], [20], [29], [39], [42]
Just Walk Out Shopping Market Aspect [7], [21]
Just Walk Out Shopping Market Aspect [7], [21]
Legal Aspect [41]
Risk Identification Factor [6], [7], [11], [27], [31]
4. Result
4.1.1. Smart Trolley
Market aspect shown by market researchers all conclude that conventional trolley market is constantly
increasing. Where in 2013 total trolley sales increased by USD 250 Million and in 2016 sales increased to USD
900 Million. This enhancement is also predicted to occur as much as 1.86% in 2020, so that the estimated total
trolley sales in 2021 could reach up to USD 1 Billion worldwide [14]. Other publication is also mentioned that
various types of innovative features found on a trolley to facilitate its user in shopping, can increase trolley sales
even higher. The development of the trolley itself has been done a lot, some of those companies that did some
improvement on its trolley include: Caper Inc., Focal System Inc., Walmart APOLLO, and also Microsoft Corp
[23]. These companies competing each other to captivate shoppers by making it easier for them to shop when using
trolley they had offered. As a result based on this analysis, it can be concluded that promising market has been
waiting for this Smart Trolley technology to replace the role of conventional trolley [24]. In addition, both Smart
Trolley with embedded motor thrusters and Smart Trolley with removable motor thrusters generally has
insignificant differences. Where conventional trolley market is still demanding and there are many opportunities
given from various innovations that offer convenience to each shoppers. The difference can only be seen in terms
of flexibility in its functional purpose. the Smart Trolley with removable motor thrusters has more tendency to give
flexibility and more option available for shoppers who are able to push trolley on their own or shoppers who require
additional thrusters. From its technical perspective, [1] shown that smart trolley need 8 components to operate. In
observing behaviour in this technology observation will be split into 2 type of customization on its technology:
smart trolley with embedded motor thrusters, smart trolley with removable motor thrusters. From its user
experience point of view, steps that might be done by user while they are using smart trolley with embedded motor
thrusters and removable motor thrusters from they arrived at a supermarket, setup device, interact, looking for
product, collect items, doing payments, until finally returning the device back are describe on Table 2 below.
Table 2. User's possible scenario when using the smart trolley in his shopping activities
Steps Smart trolley with embedded motor thrusters Smart trolley with removable motor thrusters
Setup device 1 Shoppers are required to download the application Shoppers must first download the application that
that supports smart trolley to operate supports smart trolley to operate
2 Before using the smart trolley, shoppers must first Before using the smart trolley, shoppers' must
scan the QR code attach on every smart trolley first scan the QR Code provided on every smart
available. After it was scanned, smart trolley can trolley available
be used.
3 - After it was scanned, smart trolley can be used.
Additional accessories such as the trolley motor
thrusters can be attached to the smart trolley. And
if shoppers don't want to use additional motor
thrusters, then the shoppers can continue their
shopping process
Device interaction (i.e., 4 If user wish to move its trolley, then they required If user wish to move its trolley, then they required
movement, selection) to press the forward button in the application to to press the forward button in the application to
move trolley forward, left button to turn trolley move trolley forward, left button to turn trolley
left, and right button for turning the trolley right left, and right button for turning the trolley right.
And if there are no thrusters attached, then user
can push the trolley manually to move the trolley
Looking for products / 5 When user need to know the location of the When user need to know the location of the
Products information product they are looking for, they then can write product they are looking for, they then can write
the brand, name of the item, or category of the the brand, name of the item, or category of the
item on their smartphone screen, then the item on their smartphone screen, then the
application will direct shopper to it. application will direct shoppers' to it.
Collect or return items 6 When user pick up an item, the item must first be When user pick up an item, the item must first be
scanned by the barcode using the scanner scanned by the barcode using the scanner
available on their smartphone application, then the available on their smartphone application, then
product will automatically be included into the the product will automatically be included into
wish-list on the application. Then user can place the wish-list on the application. Then user can
their items in the smart trolley basket and proceed place their items in the smart trolley basket and
their shopping activities. proceed their shopping activities.
7 When user want to return their item, visitors return When user want to return their item, visitors
the items back to the shelf and delete the product return the items back to the shelf and delete the
from their wish-list through the application on product from their wish-list through the
their smartphone application on their smartphone
Payment 8 User can verify their purchase through application User can verify their purchase through
application
Completed / Post- 9 After finishing transaction, purchased items can After finishing transaction, purchased items can
maintenance be placed in each user's bag and the return the be placed in each user's bag and the return the
trolley to their respective charging station trolley to their respective charging station
In smart trolley, described price consists of components mentioned at technical aspects [1] and environment
setup which allow Smart Trolley to operate in certain supermarket environment, such as assembling cost needed
to allocate tracker that covers every corner of supermarket using NFC tag. So, the device can track user's location
for indoor positioning purpose to improve shoppers' shopping experience [19]. The amount of NFC tag assembled
depends on desired accuracy by the owner. Total estimated cost for this technology are around USD 10,000
(components price established from various e-commerce site in Asia region i.e., Tokopedia, Shopee, Alibaba) for
100 NFC tags and 100 smart trolleys. For both Smart Trolley with embedded and removable motor thrusters in
order to be operate based on standards and regulation existed. Several regulation and permissions must be
considered. These technologies have similar regulations that need to be fulfilled such as licensing and payment
system service providers which determined by National Bank of Indonesia refers to payment options provided on
its features to assist user in their shopping activities [41]. For technologies that required building, they must fulfill
its property license. And the main regulation required to be fulfilled for these technologies are business and trading
license, since these technologies are operating in order to get profits from their provided service. for risk
identification factors, SWOT analysis for this technology based on various collected studies described on Table
3 below.
Table 3. Smart trolley SWOT Analysis
Strengths Opportunities
- Help shop owners to view sales projection of each items more - Technology was being developed by large companies (i.e.,
accurately [19]. Amazon, Walmart, Microsoft, and Alibaba) to solve shopping
problems [23].
- Help shop owners monitor shoppers' behavior while shopping - A potential solution for problems in offline and online
at their store [1] [19]. shopping [1] [25] [42].
- Assists shoppers to move their shopping trolley [1]. (if thrusters - The retail market is in demand with many of its innovation
are attached) [23].
- Shoppers provided with option to disengage its additional - One form of shopping tool innovation that had frequently used
thruster. (smart trolley with removable thrusters only) by shoppers [14][23][24].
- Payment can be made only through a visitor's smartphone, - Extant shoppers who had unpleasant experience from online
without the need for a cashier [1][3][25]. shopping [42].
Weaknesses Threats
- Calibrating location of each product and every change that was - Store owners tend to lack trust in terms of payment
made (e.g., sold out or restocked) are both required [1]. confirmation system on this technology [3].
- Initial calibration for application, store management system, - Charging Station must be provided at each supermarket [1].
and trolley path are required for user tracking features [19].
- User do not have the option for not using additional motor - Installing additional thrusters to the Smart Trolley may require
thrusters. (smart trolley with embedded thrusters only) more labor.
- Trolley tends to be heavier when pushed if both motors are not

being used [1]. (smart trolley with embedded thrusters only)
- Shoppers required to manually scan for each item they take /
buy with their smartphone [3] [1].
- Payment verification for each item depends only when the
shoppers scan their item [3][1].
- Trolley while using its thrusters, can only move according to its
lane [1].
- Trolley cannot be used outside calibrated supermarket [1].
4.1.2. VR Shopping
For Virtual Reality (VR) Shopping market, where the VR technology offered is relatively new. However, the
popularity of left a pretty good response for gaming and game development industry. For VR Shopping, several
companies have tried experimenting with this technology. including IKEA with their VR Store, Alibaba with their
Buy+, also a startup called Urban Ladder from India with their VirtUL [39]. However, some of the experiments
from these companies are confronted with the fact that shoppers only want to sense a new experience of using this
VR technology implemented in a retail industry rather than a tool in meeting their daily needs. And for some cases
in furniture retail, for example when shoppers who want to purchase a sofa. They facing a problem where they
can see the sofa they want to buy but they cannot figure out if it would fit when it was placed in a certain location
of their narrow apartment? Even though, there was size specification stated in its product descriptions but "What
was the point of having VR technology compared to online shopping if it can't illustrate the product better than
online shopping?" [2]. Shoppers are hoping for a VR that could portray the space of their apartment when it was
allocated with their desired product. Components that are required in order to make VR Shopping to operate
properly based on several literature studies collected, "shop owner" only required to provide an application, VR
room, and server to be visited by shoppers similar to e-commerce in general. But for shoppers, of course, requires
VR Headset which called HMD (Head-mounted Display) and its controller namely Kinect, flystick, "magic wand"
or wiimote [29]. From its user experience point of view, steps that might be done by users while they are using
VR Shopping in their shopping activity before proceeding their shopping activities, setup device, interact, looking
for product, collect items, doing payment, until finally finalize their shopping activities are described on Table 4
below.
Table 4. User's possible scenario when using VR in his shopping activities
Steps VR Shopping
Setup device 1 at first shoppers need to configure their VR device (i.e., set play area for safety,
controller, etc.)
2 After shoppers had made all computer setups and VR calibrations to set safety play
area in their room, shoppers can open the VR Shopping application/website
3 After opening the application/website, a VR room will appear in form of a
supermarket, shops, etc. then shopper can hear their virtual assistant offering
assistance while the shoppers’ shopping
Device interaction 4 Shoppers can move, select products, or interact with virtual assistant by following
(i.e., movement, instructions and tutorials that are available within the application/website. Shoppers'
selection) can also ask variety of assistance to the virtual assistant and it will immediately
respond
Looking for 5 There are information ranging from product prices, product ratings to product raw
product / Product materials that will be displayed in the VR
information
Collect or return 6 If the shoppers' want to buy the item then they can click the item and press the cart
items button, then the item will be stored in shoppers' VR cart.
7 If shoppers' want to return their product then they can simply delete the product they
had stored in VR cart
Payment 8 After all of shoppers' desired goods have been collected, shoppers' can go to the VR
cashier to purchase items and arrange delivery schedule according to their wishes
Completed / Post- 9 Goods will arrive at each shopper' house in accordance with the time determined by
maintenance the goods delivery service
Based on several established literature review related to this technology, little information available about
certain cost required to create a platform that supports a virtual supermarket apart from the HMD and its controller
itself. It is estimated that the cost of building the server, VR room environment (for room censors), and
application/website is the same as the cost of making a website/application depending on the features it has [29].
For HMD and its controller itself, The cheapest options available on the market are Oculus Quest that cost around
USD 399 (established from official oculus site). For VR Shopping, in order to be operate based on standards and
regulation existed. Several regulation and permissions must be considered. These technologies have similar
regulations that need to be fulfilled such as licensing and payment system service providers which determined by
National Bank of Indonesia refers to payment options provided on its features to assist user in their shopping
activities [41]. For technologies that required building, they must fulfill its property license. And the main
regulation required to be fulfilled for these technologies are business and trading license, since these technologies
are operating in order to get profits from their provided service. for risk identification factor, SWOT analysis for
are operating in order to get profits from their provided service. for risk identification factor, SWOT analysis for
this technology based on various collected studies are described on Table 5 below.
this technology based on various collected studies are described on Table 5 below.
Table 5. VR Shopping SWOT analysis
Table 5. VR Shopping SWOT analysis
- Help shop owners to promote discounted items [43] - Technology was being developed by large companies (i.e.,
- Help shop owners to promote discounted items [43] - Technology was being developed by large companies (i.e.,
Amazon, IKEA, and Alibaba) to solve shopping problems [39].
Amazon, IKEA, and Alibaba) to solve shopping problems [39].
- Help shop owners to view sales projection of each items more - A potential solution for problems in offline and online shopping
- Help shop owners to view sales projection of each items more - A potential solution for problems in offline and online shopping
accurately [13] [12] [2] [13].
accurately [13] [12] [2] [13].
- Help shop owners monitor shoppers' behavior while shopping - The retail market is in demand with many of its innovation [20].
- Help shop owners monitor shoppers' behavior while shopping - The retail market is in demand with many of its innovation [20].
at their store [15]
at their store [15]
- Does not require a physical store [29] - Solutions for online shopping that require quality is limited to
- Does not require a physical store [29] - Solutions for online shopping that require quality is limited to
the physical form of the product [2].
the physical form of the product [2].
- Items stored would be portrayed in a better dimension [12] - Solution for online shoppers that call for a better insight of the
- Items stored would be portrayed in a better dimension [12] - Solution for online shoppers that call for a better insight of the
product's physical form (i.e., dimension, mechanism, angle) [2].
product's physical form (i.e., dimension, mechanism, angle) [2].
- Suitable for shoppers who want to purchase items from their
- Suitable for shoppers who want to purchase items from their
home while in some way interact with those items and shop
home while in some way interact with those items and shop
owner who own furniture stores or car showrooms [39].
owner who own furniture stores or car showrooms [39].
Weaknesses Threats
Weaknesses Threats
- Technology still in its infancy and there will be changes along - VR which is expected to be a solution to improve online
- Technology still in its infancy and there will be changes along - VR which is expected to be a solution to improve online
the way [20]. shopping accuracy may not meet expectations or require more
the way [20]. shopping accuracy may not meet expectations or require more
qualified graphics, Thus, better graphics means in need of a
qualified graphics, Thus, better graphics means in need of a
better internet [29].
better internet [29].
- Requires initial calibration for the location of each product for - Initial (3D) scanning for every new product that comes in the
- Requires initial calibration for the location of each product for - Initial (3D) scanning for every new product that comes in the
its VR store application. store [2].
its VR store application. store [2].
- Initial calibration for every product change or reallocation - Shoppers are required to calibrate their VR environment with
- Initial calibration for every product change or reallocation - Shoppers are required to calibrate their VR environment with
happened in the VR store (e.g., reallocated product, product their respective rooms and require more expertise from
happened in the VR store (e.g., reallocated product, product their respective rooms and require more expertise from
restock, or out of stock). shoppers [12].
restock, or out of stock). shoppers [12].
- Shoppers need qualified PC specifications in order to
- Shoppers need qualified PC specifications in order to
accommodate VR capabilities [29].
accommodate VR capabilities [29].
- Third Party for Delivery.
- Third Party for Delivery.
4.1.3. Just Walk Out Shopping

4.1.3. Just Walk Out Shopping
This whole concept of Just Walk Out Shopping firstly initiated by Amazon with their offline retail called
This whole concept of Just Walk Out Shopping firstly initiated by Amazon with their offline retail called
Amazon Go which has just opened and introduced to the public. Its grand opening attracted a lot of attention from
Amazon Go which has just opened and introduced to the public. Its grand opening attracted a lot of attention from
the public considering Amazon was the first and the largest e-commerce companies in the world [9]. Various
the public considering Amazon was the first and the largest e-commerce companies in the world [9]. Various
media news covered the grand opening of Amazon Go outlets and receive a lot of positive responses from both
media news covered the grand opening of Amazon Go outlets and receive a lot of positive responses from both
media and visitors. Outside of its excitements, Article quoted [7] stated that its competitor, Walmart, is
media and visitors. Outside of its excitements, Article quoted [7] stated that its competitor, Walmart, is
collaborating with Microsoft to create technology with the same concept as Amazon Go in order to over Amazon
collaborating with Microsoft to create technology with the same concept as Amazon Go in order to over Amazon
Go. And the article also rumored that they will sell this concept and technology to other companies. One Tel-Aviv
Go. And the article also rumored that they will sell this concept and technology to other companies. One Tel-Aviv
StartUp company named Trigo Vision, founded a store with a similar concept but relied more on data collection
StartUp company named Trigo Vision, founded a store with a similar concept but relied more on data collection
and analysis rather than the quality of the camera. Trigo Vision uses a camera that commonly used by retailers
and analysis rather than the quality of the camera. Trigo Vision uses a camera that commonly used by retailers
with cost range around USD 50 - 200 for each camera. Because those high resolutions camera used by Amazon
with cost range around USD 50 - 200 for each camera. Because those high resolutions camera used by Amazon
Go made it costs more than USD 500 - 1,000 per camera. From its market perspective, it can be concluded that
Go made it costs more than USD 500 - 1,000 per camera. From its market perspective, it can be concluded that
"Just Walk Out Shopping" is one of the technologies that have been eagerly awaited by the shoppers and also one
"Just Walk Out Shopping" is one of the technologies that have been eagerly awaited by the shoppers and also one
of the technologies that many companies are being eyed on considering the trends that are happening in the
of the technologies that many companies are being eyed on considering the trends that are happening in the
appearance of Amazon Go. Due to its main concept was originally introduced by a corporation research rather
appearance of Amazon Go. Due to its main concept was originally introduced by a corporation research rather
than institutional research paper, therefore there were limitation in its source of information transparency. Despite
than institutional research paper, therefore there were limitation in its source of information transparency. Despite
of these limitations, article and news are providing enough information to reveal technologies used to make this
of these limitations, article and news are providing enough information to reveal technologies used to make this
concept work. Integration of cameras, sensors, deep learning, and artificial intelligence which they call "sensor
concept work. Integration of cameras, sensors, deep learning, and artificial intelligence which they call "sensor
fusion" is needed so that each item that had taken or returned by a visitor can be detected accurately [44]. From
fusion" is needed so that each item that had taken or returned by a visitor can be detected accurately [44]. From
its user experience point of view, steps that might be done by users while they are using just walk out shopping
its user experience point of view, steps that might be done by users while they are using just walk out shopping
in a supermarket from they arrived at a supermarket, setup device, interact, looking for product, collect items,
in a supermarket from they arrived at a supermarket, setup device, interact, looking for product, collect items,
doing payment, until finalizing their shopping activities are described on Table 6 below.
doing payment, until finalizing their shopping activities are described on Table 6 below.
Table 6. Use's possible scenario when shop involving just walk out shopping concept
Steps Just walk out shopping

Setup device 1 Shoppers' must first download the application that supports just walk out
shopping in order to pass the store entrance gate
2 Shoppers' can open the application and scan their smartphone to available
scanner on the entrance gate when entering the store
Device interaction (i.e., 3 -
movement, selection)
Looking for product / 4 Products are available on each category section similar to daily groceries store
Product information (i.e., fish & meat, frozen, snacks, beverages, etc.)
Collect or return items 5 Shoppers' can pick their desired item and the system will automatically put that
item on your application wishlist. If shoppers want to return the item they had
picked, shoppers' can simply put it back to the shelves
Payment 6 Shoppers' can pass through the exit gate to purchase collected items and
withdrawn automatically from the application
Completed / Post-maintenance
7 -
Due to lack of valid information regarding to the components beneath the Just Walk Out Shopping concept
technology, describing detailed cost based on component details is unidentified yet. However, based on several
reports and articles found, it was stated that the estimated cost required for a store to have hardware similar to
Amazon Go store and could cover up to 970m2 supermarket building are costly around USD 1 Million [40]. For
just walk out shopping, in order to be operate based on standards and regulation existed. Several regulation and
permissions must be considered. These technologies have similar regulations that need to be fulfilled such as
licensing and payment system service providers which determined by National Bank of Indonesia refers to payment
options provided on its features to assist user in their shopping activities [41]. For technologies that required
building, they must fulfil its property license. And the main regulation required to be fulfilled for these technologies
are business license, since these technologies are operating in order to get profits from their provided service. For
risk identification factor, SWOT analysis for this technology based on collected studies are described on Table 7
below.
Table 7. Just walk out shopping SWOT analysis
- Help shop owners to view sales projection of each items - Technology that was being developed by large companies
accurately [11]. (Amazon, Walmart, Microsoft, and Alibaba) to solve shopping
problems [7]
- Help shop owners monitor shoppers' behavior while shopping - A potential solution for problems in offline and online
at their store [11]. shopping [7]
- Based on its User Experience, it only requires 1 step - The retail market is in demand with many of its innovation
verification [6] [7].
- Improve shoppers time efficiency by payment confirmation as - Smartphone becomes a common item owned by shoppers
easy as walking through the exit gate [31]
- Shoppers do not depend on supporting shopping tools [6] [31]
- Extant shoppers who had unpleasant experience from online
shopping [6]
- The risk of the shoppers in making mistake are smaller
because all the verification and payment processes are carried
out entirely by the system [31]
- Suitable for shoppers who only have a short amount of time to
shop and buy a few items. And minimarket owners [6]
Weaknesses Threats
- Technology still in its infancy and there will be some changes - Store owners tend to lack trust in terms of payment
along the way [27] confirmation system on this technology [6]
- Calibrating location of each product is required [31]
- Lack of accuracy level for payment checking on every item
change (Sensors are only able to accommodate 20 changes.
e.g., picking up and placing goods) [6]
- The initial calibration system in supermarkets is needed for
item verification, track the whereabouts of user, entrances and
exits [27].
4.2. Jobs to Be Done Framework
Jobs to be done which will described afterwards analyze how each technology innovative features could
effectively define, categorize, capture, and organize all users' needs. Analysis of jobs to be done succinctly merge
into a table called jobs to be done canvas. In this section, jobs to be done will be discussed into two parts, job map
and desired outcomes framework. Thus, job map framework will be analyzed based on each technology which
respectively described on Table 8 below.
Table 8. Job Map of smart trolley with embedded thrusters, smart trolley with removable motor thrusters, VR shopping, and just walk out
shopping
Stage Smart Trolley with Smart Trolley with VR Shopping (Based on Just Walk Out Shopping
embedded thrusters removable thrusters ShelfZone) (Based on Amazon Go)
Define Smart Trolley will offer Smart Trolley will offer VR Shopping is a way out Just Walk Out Shopping
various features that help various features that help for shoppers who don't have shortens shoppers time in
user and make shopping user and make shopping time to go to the supermarket shopping by remove any
easier for them easier for them but reluctant with online manual payment checking
shopping [12] [2] [13]
Locate Smart Trolley through its Smart Trolley through its The Virtual Assistant in Each product in the store has
smartphone application smartphone application Virtual Mart always provides been located in each section
provides information about provides information about various information about (e.g., beverages, snacks,
products based on its products based on its products, recommendations frozen, and meats) like a
name, location, discount, name, location, discount, and other support [42] supermarket in general to
price, quantity, etc. in a price, quantity, etc. in a facilitate visitors [31]
supermarket [1] supermarket [1]
Prepare User can use Smart Trolley User can use Smart Trolley Virtual Assistant will help Amazon Go provides grocery
by simply scanning the QR by simply scanning the QR various things shoppers bags (Goodie Bags) at each
Code through the user's Code through the user's needed while shopping on stores to help shoppers carry
smartphone exists on every smartphone exists on every Virtual Mart out their groceries
Smart Trolley available [1] Smart Trolley available [1]
Confirm Smart Trolley can direct Smart Trolley can direct Virtual Assistant can provide When they are entering the
user to find the product user to find the product product recommendations store, visitors are required to
they are looking for [1] they are looking for [1] based on the total products put down their smartphone to
purchased, friends and available entrance gate with a
relatives of the shoppers, or screen containing a QR Code
reviews from each product [6] [31]
Execute With motor thrusters With motor thrusters VR Shopping provides more Sensors contained in the store
integrated with lane integrated with lane experience than online can detect any items that have
following or by using a following or by using a shopping in general by been taken and returned [6]
smartphone as the smartphone as the providing a virtual [31]
controller, so user can controller, so user can illustration of the product in
control Smart Trolley to control Smart Trolley to 3D and grant user to interact
tail him everywhere in tail him everywhere in with the product [2]
supermarket. Thus, user supermarket. Thus, user
don't have to worry if their don't have to worry if their
Smart Trolley was too Smart Trolley was too
heavy to carry [1] heavy to carry [1]
Monitor Every inch of the lane Every inch of the lane After all desired items are Amazon Go provides
following path or following path or collected, shoppers can information on item that have
crossroad, there is an RFID crossroad, there is an RFID proceed to the virtual cashier been purchased through their
installed to detect the installed to detect the which show all the items that application after they leave the
location of the trolley [19] location of the trolley had been collected store [6]
Modify User can turn off the motor User can choose not to use VR Shopping provides an All items that have been
thrusters, but they can't additional thrusters if it option where the shoppers returned by the user will
remove those thrusters. found out hampering [1] can set their own delivery automatically be detected by
And it may tend to make time. In result, the product the sensor and removed from
the trolley heavier [1] can arrive home according to shoppers' wishlist [31]
the specified schedule.
Conclude The self-checkout features The self-checkout features Items will arrive based on the The shoppers' account balance
allow user to scan the allow user to scan the destinations and time will be automatically
products they want to buy products they want to buy specified by shoppers withdrawn as soon as they pass
through their smartphone through their smartphone the exit gate [6]
to avoid the cashier's queue to avoid the cashier's queue
[19] [19]
Related 1. Easier to find out any 1. Easier to find out any 1. Observe object in better 1. Breakfast and a quick lunch
Jobs discount available discount available dimension and be able to at Amazon Go outlets
2. Searching for newly 2. Searching for newly interact with it (e.g., test 2. One of the opportunities for
available products available products drive, luxury bag, visitors who generally do
furniture, and clothing) not carry a wallet
Emotional 1. Reduce cost for certain 1. Reduce cost for certain 1. Discovering a new shopping 1. Giving satisfaction by
Jobs product product experience with VR shorten shopping time.
2. Increase user's time 2. Increase user's time Shopping 2. The experience of shopping
efficiency efficiency in a store without physical
payment checking
Based on recent analysis of the various problems that the shoppers want to solve as well as various innovations
offered by the company, then shoppers' satisfaction can be assessed based on how important the innovations is in
solving shoppers' problem. The following analysis shown on Table 9 are the assessment of shopper satisfaction
based on desired outcomes on jobs to be done canvas for each technology.
Table 9. Desired outcomes of smart trolley with embedded thrusters, smart trolley with removable motor thrusters, VR shopping, and just
walk out shopping
Category Smart Trolley with embedded Smart Trolley with VR Shopping Just Walk Out
thrusters removable thrusters Shopping
Table Stake Product information, searching Product information, The virtual appearance of Shoppers can freely
product, and "removing queue" searching product, and each product that require a leave the store
concept "removing queue" better illustration of its shape without worrying
concept and size about long cashier's
queue
Overserved Lane following and user tracking Lane following and user Shoppers are required to Goodie-bag provided
for trolley movement tracking for trolley walk to find and approach the at each store gives
movement products in the Virtual Mart satisfaction to visitors
to get the "essence" of real
shopping experience
Underserved Payment system using the self- Payment system using Delivering purchased items Tap in with smart
checkout process may less the self-checkout process still requires a third-party when entering the
trusted by store owners, worsen may be less trusted by delivery store might cause
user efficiency, or might also store owners and worsen queue at the entrance
disadvantaged the user himself user efficiency
Irrelevant No available option for disabling Lane following and user In general, the shape, size Unidentified yet
motor thrust tracking features are and product details are
unavailable if additional desired more in furniture and
thruster are not attached car sales rather than grocery
stores
5. Conclusion
Based on the results of the analysis of the feasibility study and the jobs to be done canvas of each technology,
has reach a conclusion based on this research which concluded that for both smart trolley with embedded and
removable motor thrusters, are suited in a spacious supermarket environment such as grocery store where user are
commonly bought a large amount of items thus require a trolley to carry those items. This smart trolley is also a
provide a better solution for grocery store, where most of the shoppers' who bought a large amount of item are as
well result in a lengthy queue. By using this smart trolley with self-checkout features will reduces queue line and
also increasing shoppers' time efficiency in order to complete their shopping activity. VR shopping are a preferable
solution for furniture and luxury items store, where user expect more in online shopping for furniture item by
imagining if an image of their desired furniture on an online store is size-fit when applied on their narrow
apartment. And for some wealthy shoppers who expect to experience more for their desired items by indirectly
interacting with that item using VR. Lastly, just walk out shopping technology concept is suitable when
implemented in a retail store, where the store is relatively small and user expect to buy fewer items than grocery
store and commonly found in a fast-paced society where time is really important, thus they shop only for a short
time.
Acknowledgement
This work is supported by Directorate General of Research and Development Strengthening, Indonesian
Ministry of Research, Technology, and Higher Education, as a part of Konsorsium Riset Unggulan Perguruan
Tinggi (KRUPT) Research Grant to Bina Nusantara University titled “A literature review: Feasibility Study of
technology to improve shopping experience”.
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Procedia Computer Science xx (2020) xxx–xxx www.elsevier.com/locate/procedia

Figure 1. Research methodology flowchart

4.1. Feasibility Study

4.1.1. Smart Trolley

Table 3. Smart trolley SWOT Analysis

- Trolley tends to be heavier when pushed if both motors are not

Table 4. User's possible scenario when using VR in his shopping activities

4.1.3. Just Walk Out Shopping

Steps Just walk out shopping

Table 7. Just walk out shopping SWOT analysis

4.2. Jobs to Be Done Framework

Universitas Indonesia, Depok.

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