Towards the Omni-Channel: Beacon-Based Services in Retail
| Autor: | Sebastian Haugk, Dubravko Radic, Jürgen Anke, Anja Thamm |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Online and offline
010308 nuclear & particles physics computer.internet_protocol business.industry 05 social sciences Sample (statistics) 01 natural sciences Consumer experience Beacon 0502 economics and business 0103 physical sciences Key (cryptography) 050211 marketing Business Internet of Things Telecommunications computer Bluetooth Low Energy Communication channel |
| Zdroj: | Business Information Systems ISBN: 9783319394251 BIS |
| Popis: | The integration of online and offline channels is a key challenge for retailers pursuing an omni-channel strategy to improve consumer experience. The prevalence of smartphones offers an opportunity to connect the physical and digital world. Bluetooth Low Energy beacons are small devices, which send out a signal that can be detected by consumer’s smartphones to enable location-based services. However, there are very few documented cases of beacon usage in Germany, whereas they seem to have a much higher adoption in the US. In this paper, we investigate the challenges associated with the use of beacons in retail. Using a survey, we aim to understand the attitude towards beacons-based services from a sample of consumers in Germany. |
| Databáze: | OpenAIRE |
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