An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail

Nataša Đurđević,Marijana Despotović-Zrakić,Aleksandra Labus,Miloš Radenković,Dušan Barać

doi:10.3390/su14063256

Nataša Đurđević, Marijana Despotović-Zrakić + Show 3 more

Open Access

https://doi.org/10.3390/su14063256

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Journal: Sustainability	Publication Date: Mar 10, 2022
Citations: 9	License type: CC BY 4.0

Affiliation: University of Belgrade, Union University

Abstract

This paper studies shopper acceptance for using beacons in the purchase process. The main goal is to examine shopper response to beacon-triggered promotions and propose a model that would help retail practitioners plan the implementation of beacons in stores. The model was evaluated via an in-market test to examine the effects of beacon-triggered promotion on shopper attention, technology acceptance, and the decision to purchase. The test was conducted in Belgrade, Serbia in 10 representative stores where beacons were implemented with 10 twin control stores. The SimplyTastly mobile application was used for sending notifications. Furthermore, two more in-market beacon activations were analysed in Croatia and Bulgaria. The results showed that shoppers accepted beacon technology and that beacon-triggered promotion had a positive impact on shopper attention, purchase behaviour, and the decision to purchase. The results show that the proposed model could serve as a sound basis for the implementation of beacon technology in retail.

Highlights

The development of mobile and Internet of Things (IoT) technologies has significantly affected marketing [1]
Factor performance expectancy (PE) (Equation (1)) would be calculated as the sum of the means means of of each constituting variable divided by the number of variables
The low numbers of the beacons per user and notifications addition, the reward was instantaneous, delivering on while in Bulgaria and Croatia, there has already been commercial deployment of beaconthe sweet spot of IoT: the immediate benefit connecting demand and supply [7]

Summary

Introduction

The development of mobile and Internet of Things (IoT) technologies has significantly affected marketing [1]. It becomes smarter when fulfilling the need for individualised, personalised, context-relevant, real-time, immediate, interactive communication with consumers and shoppers, facilitating conversion to purchase, enhancing experiences, and improving business results [2–4]. By connecting things to the Internet, the IoT encourages interactions between marketers and customers. Using the IoT and mobile technologies, sellers can interact with customers by motivating them with the right messages and at the right time to make a purchase [1]. Despite a lot of expected positives of the IoT, this technology still has not reached the expected mass implementation by the retail and consumer goods sector, and this raises the need to understand and help close this gap

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