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2016
Conference Paper
Titel

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

Abstract
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.
Author(s)
Thamm, A.
Anke, J.
Haugk, S.
Radic, D.
Hauptwerk
Business information systems. 19th International Conference, BIS 2016
Konferenz
International Conference on Business Information Systems (BIS) 2016
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DOI
10.1007/978-3-319-39426-8_15
Language
English
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Fraunhofer-Zentrum für Internationales Management und Wissensökonomie IMW
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