Titel
Beacon Technology for Retailers - Tracking Consumer Behavior Inside Brick-and-Mortar-Stores
Autor*in
Abstract
For many years, brick-and-mortar retail has been confronted with an ever-growing e-commerce as a strong competing alternative, and challenging customer expectations. As a result, retailers need to increasingly focus on integrating emerging technologies to keep pace with on-line retailers and improve the customer’s shopping experience. In this context, beacon technology has been credited with the potential to fundamentally transform the retail industry. However, to date, widespread adoption by retailers has failed to materialize. One reason for the failed adoption could be false expectations regarding the applications of the beacon technology in the retailing context. To investigate this assumption in depth, we analyzed relevant literature to identify possible applications that beacon technology enables for brick-and-mortar retailers. We categorized the identified applications into three groups: (i) indoor navigation and localization, (ii) tracking and analyzing customer behavior and (iii) personalized and location-based advertising. Our work aims at revealing these challenges to make the true potential of beacon technology for brick-and-mortar stores transparent.
Stichwort
beacon technology·brick-and-mortarretailcustomer data
Objekt-Typ
Sprache
Englisch [eng]
Persistent identifier
Enthalten in
Titel
Database and Expert Systems Applications
ISBN
978-3-030-86472-9
Herausgeber*in
Christine Strauss
Reihe
Titel
Lecture Notes in Computer Science
Band
12923
Verlag
Springer , 2021
Seitenanfang
380-390
Version
Verfügbarkeitsdatum
01.09.2022
Datum der Annahme zur Veröffentlichung
2021
Zugänglichkeit
Rechte
Rechteangabe
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