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

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Book cover Business Information Systems (BIS 2016)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 255))

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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.

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Author information

Authors and Affiliations

  1. Universität Leipzig, Leipzig, Germany

    Anja Thamm, Sebastian Haugk & Dubravko Radic

  2. Hochschule Für Telekommunikation Leipzig, Leipzig, Germany

    Jürgen Anke

Authors
  1. Anja Thamm
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  2. Jürgen Anke
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  3. Sebastian Haugk
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  4. Dubravko Radic
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Corresponding author

Correspondence to Anja Thamm .

Editor information

Editors and Affiliations

  1. Department of Information Systems, Poznan Univ of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. Institut für Wirtschaftsinformatik, Universität Leipzig, Leipzig, Sachsen, Germany

    Rainer Alt

  3. Information System Institute, University of Leipzig, Leipzig, Germany

    Bogdan Franczyk

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© 2016 Springer International Publishing Switzerland

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Thamm, A., Anke, J., Haugk, S., Radic, D. (2016). Towards the Omni-Channel: Beacon-Based Services in Retail. In: Abramowicz, W., Alt, R., Franczyk, B. (eds) Business Information Systems. BIS 2016. Lecture Notes in Business Information Processing, vol 255. Springer, Cham. https://doi.org/10.1007/978-3-319-39426-8_15

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