In-store location-based marketing with beacons: from inflated expectations to smart use in retailing |
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Authors: | Stephanie van de Sanden Kim Willems Malaika Brengman |
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Institution: | 1. Faculty of Social Sciences &2. Solvay Business School, Department Business, Vrije Universiteit Brussel, Brussels, Belgiumstephanie.van.de.sanden@vub.be;4. Solvay Business School, Department Business, Vrije Universiteit Brussel, Brussels, Belgium;5. Faculty of Business Economics, Hasselt University, Hasselt, Belgium |
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Abstract: | ABSTRACTThe announcement of beacon technology in 2013 created a wave of excitement among pioneering retailers and marketing leaders, allowing them to send location-based messages to customers in-store. However, until present, the technology has not yet established a strong foothold in retailing. The present paper adopts a multi-method approach with the objective to 1) detail its main challenges in the market and 2) enlighten scholars and practitioners on smart use cases for in-store location-based marketing. The findings of the multiple data sources (i.e. review of academic and practitioner literature, in-depth interviews with retail technology experts and focus groups with consumers) allowed the authors to infer valid conclusions, along with recommendations for future research and actionable managerial advice. |
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Keywords: | Beacons location-based mobile marketing in-store retail indoor positioning and qualitative research |
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