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Location-based services as Base Factor No. 2 for SoLoMo

  • Gerrit Heinemann
  • Christian Gaiser
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

It is increasingly becoming clear that smartphone usage provides great opportunities for brick-and-mortar retailing (cf. Haug, Digitalisierung des Handels mit ePace – Innovative E-Commerce-Geschäftsmodelle und digitale Zeitvorteile (Digitalization of commerce with ePace – innovative e-commerce business models and digital time benefits), Wiesbaden, pp. 27–49, 2013). Its (as yet) unchallenged strengths, such as immediate availability of purchased products, the opportunity for a real tactile and visual product inspection and the brick-and-mortar shopping experience, can now be connected – through use of the mobile Internet – with the benefits of digital channels. This primarily relates to “search & browse” opportunities, preparations for buying, and the virtually unlimited choice of products. Furthermore, detailed product information, recommendations and product ratings for making purchase decisions in brick-and-mortar stores can also be made available to customers in digital form. Moreover, customers can be reached in “transfer spaces” while they are on the move, which is a good option if potential buyers have a contextual relationship – e.g. at a sporting event – or local proximity to the product offer. The penetration of smartphones also results in a decoupling of the buying process, which can now be implemented independently of specific stores and/or buying situations. This process is accelerated by mobile applications, which can be subdivided into three areas: “optimization of local search”, “aggregation platforms and offer bundling” and “local referral marketing on social networks” (cf. Haug, Digitalisierung des Handels mit ePace – Innovative E-Commerce-Geschäftsmodelle und digitale Zeitvorteile, Wiesbaden, pp. 27–49, 2013).

Keywords

Augmented Reality Shopping Experience Online Retailer Mobile Payment Mobile Commerce 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2015

Authors and Affiliations

  • Gerrit Heinemann
    • 1
  • Christian Gaiser
    • 2
  1. 1.eWeb Research CenterNiederrhein UniversityMönchengladbachGermany
  2. 2.Bonial International GmbHBerlinGermany

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