Start Date
16-8-2018 12:00 AM
Description
Easy access to digital analysis of customer behavior and targeted advertising are principal advantages online retailers have over their stationary counterparts. \ Existing manual and digital means for monitoring customer behavior in high streets are expensive to employ and/or technically complex, making them unfeasible for many retailers. \ \ This paper shows an approach for individual stores and high streets as a whole to facilitate spatio-temporal customer data collection based on connected mobile devices, Bluetooth beacons, and an underlying multi-sided community platform. A framework of analytical perspectives on customer data regarding various levels of analysis and beneficiaries is conceived, which provides novel design knowledge on location-based smart services for customer behavior analysis and targeted advertising in high streets.
Recommended Citation
Betzing, Jan Hendrik, "Beacon-based Customer Tracking across the High Street: Perspectives for Location-based Smart Services in Retail" (2018). AMCIS 2018 Proceedings. 4.
https://aisel.aisnet.org/amcis2018/OrgTrasfm/Presentations/4
Beacon-based Customer Tracking across the High Street: Perspectives for Location-based Smart Services in Retail
Easy access to digital analysis of customer behavior and targeted advertising are principal advantages online retailers have over their stationary counterparts. \ Existing manual and digital means for monitoring customer behavior in high streets are expensive to employ and/or technically complex, making them unfeasible for many retailers. \ \ This paper shows an approach for individual stores and high streets as a whole to facilitate spatio-temporal customer data collection based on connected mobile devices, Bluetooth beacons, and an underlying multi-sided community platform. A framework of analytical perspectives on customer data regarding various levels of analysis and beneficiaries is conceived, which provides novel design knowledge on location-based smart services for customer behavior analysis and targeted advertising in high streets.