Open Access Review Article

Beacon - The Location-Based Service Technology to Enhance Customer Experience

Jiyeon Kim*

Department of Retailing, University of South Carolina, USA

Corresponding Author

Received Date: February 15, 2020;  Published Date: February 21, 2020


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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