Review Article
Beacon - The Location-Based Service Technology to Enhance Customer Experience
Jiyeon Kim, Department of Retailing, University of South Carolina, Columbia, South Carolina, USA.
Received Date: February 15, 2020; Published Date: February 21, 2020
Abstract
In the digital mobile era of retailing, retailers can gain an opportunity to have a better understanding of their customers and closer connections with them than ever before. Mobile engagement enables retailers to develop and implement a very effective “hyper-local” proximity marketing strategies by obtaining consumer data that provide more in-depth insight into understanding their behaviors. Real-time on-site communications with a customer are vital to engage customers and increase sales. Thus, this paper discusses the applications of Location-based Service Technologies in beauty and fashion, health, tourism, and sports and entertainment industries. Managerial implications and challenges of using location-based services are also discussed.
Keywords: Location-based technology; Marketing; Hyper customization; Customer experience; Omnichannel retailing; Beacon
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Jiyeon Kim. Beacon - The Location-Based Service Technology to Enhance Customer Experience. J Textile Sci & Fashion Tech. 4(5): 2020. JTSFT.MS.ID.000599.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.