Remote Identification of Users as a Management and Marketing Tool

Abstract

Introduction. Despite the large number of publications dedicated to the problems of remote identification in remote service delivery and remote work, most of these studies focus on the technical aspects, while its role as a managerial and marketing tool remains underexplored. The aim of this article is to identify the marketing and managerial functions of remote identification. Methods. The authors rely on works published in peer-reviewed Russian and foreign publications. Results. The article shows that remote identification allows for the creation of customer profiles, which in turn enables the company to create personalized offers for its clients and manage their behavior. Furthermore, remote identification reduces the company's expenses on paying permanent employees and creating job positions, as it creates opportunities for remote employment. The advantages and disadvantages of remote identification as a marketing and management tool are revealed. Based on the classification of models, it is shown that remote identification can be active and passive, as well as direct and indirect. Conclusions. Promising directions for research include the development of seamless remote identification models to enhance the quality of customer service, as well as the establishment of a legal framework for conducting remote identification.