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

: Thamm, A.; Anke, J.; Haugk, S.; Radic, D.


Abramowicz, W.:
Business information systems. 19th International Conference, BIS 2016 : Leipzig, Germany, July, 6-8, 2016. Proceedings
Cham: Springer, 2016 (Lecture Notes in Business Information Processing 255)
ISBN: 978-3-319-39426-8 (electronic)
ISBN: 978-3-319-39425-1 (print)
International Conference on Business Information Systems (BIS) <19, 2016, Leipzig>
Conference Paper
Fraunhofer IMW ()

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.