Towards the Omni-Channel: Beacon-Based Services in Retail

被引：11
作者：
Thamm, Anja [1 ]
Anke, Jurgen [2 ]
Haugk, Sebastian [1 ]
Radic, Dubravko [1 ]
机构：
[1] Univ Leipzig, Leipzig, Germany
[2] Hsch Telekommunikat Leipzig, Leipzig, Germany
来源：
BUSINESS INFORMATION SYSTEMS (BIS 2016) | 2016年 / 255卷
关键词：
Bluetooth beacons; Omni-channel; Retail; Internet of things;
D O I：
10.1007/978-3-319-39426-8_15
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：181 / 192
页数：12
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