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http://hdl.handle.net/1942/30852
Title: | In-store location-based marketing with beacons: from inflated expectations to smart use in retailing | Authors: | van de Sanden, Stephanie WILLEMS, Kim BRENGMAN, Malaika |
Issue Date: | 2019 | Publisher: | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | Source: | JOURNAL OF MARKETING MANAGEMENT, 35 (15-16) , p. 1514 -1541 | Abstract: | The 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. | Notes: | van de Sanden, S (reprint author), Vrije Univ Brussel, Fac Social Sci, Dept Business, Pl Laan 2, B-1050 Brussels, Belgium.; van de Sanden, S (reprint author), Vrije Univ Brussel, Solvay Business Sch, Dept Business, Pl Laan 2, B-1050 Brussels, Belgium. stephanie.van.de.sanden@vub.be |
Other: | van de Sanden, S (reprint author), Vrije Univ Brussel, Fac Social Sci, Dept Business, Pl Laan 2, B-1050 Brussels, Belgium. Vrije Univ Brussel, Solvay Business Sch, Dept Business, Pl Laan 2, B-1050 Brussels, Belgium. stephanie.van.de.sanden@vub.be | Keywords: | Beacons;location-based mobile marketing;in-store;retail;indoor positioning and;qualitative research | Document URI: | http://hdl.handle.net/1942/30852 | ISSN: | 0267-257X | e-ISSN: | 1472-1376 | DOI: | 10.1080/0267257X.2019.1689154 | ISI #: | WOS:000497020000001 | Rights: | 2020 Informa UK Limited | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2020 |
Appears in Collections: | Research publications |
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