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Mobile shopper behavior towards in store proximity marketing using beacons: the role of shopping motivations
Vlachogiannis, Miltos; Βλαχογιάννης, Μίλτος; Athens University of Economics and Business, Department of Business Administration; Athens University of Economics and Business, Department of Marketing and Communication; Doukidis, Georgios
Shopper behavior in the mobile environment is rapidly evolving. Same time, proximity marketing practices are becoming extremely popular in the retail setting due to the emergence of Bluetooth Low Energy beacons; however the academic research regarding the implications of such technologies on consumer behavior is limited. This paper performs an extensive review of existing literature on mobile marketing, shopper marketing, consumer behavior, and proximity marketing to study the factors that influence shopping decisions in the mobile context. As a key finding, a systematic and careful research on the ever changing mobile shopper behavior should be performed, so that retailers could leverage the capabilities of mobile. To this end, drawing on previous literature that examined utilitarian and hedonic motives for shopping, the author proposes a quantitative approach to measure how in store proximity marketing activities influence shopping decisions based on the shopper’s motivations. Moreover, a detailed presentation of beacons technology is provided including its value for consumers and firms as well as popular use cases in retail. The findings of the study provide implications for both managers and academics in designing mobile marketing strategies based on an understanding of shoppers’ behavior.