Book ChapterDOI
Beacon Technology for Retailers - Tracking Consumer Behavior Inside Brick-and-Mortar-Stores
Alexander Voelz,Andreas Mladenow,Christine Strauss +2 more
- pp 380-390
TLDR
In this article, the authors analyzed relevant literature to identify possible applications that beacon technology enables for brick-and-mortar retailers and categorized the identified applications into three groups: (i) indoor navigation and localization, (ii) tracking and analyzing customer behavior and (iii) personalized and location-based advertising.Abstract:
For many years, brick-and-mortar retail has been confronted with an ever-growing e-commerce as a strong competing alternative, and challenging customer expectations. As a result, retailers need to increasingly focus on integrating emerging technologies to keep pace with online retailers and improve the customer’s shopping experience. In this context, beacon technology has been credited with the potential to fundamentally transform the retail industry. However, to date, widespread adoption by retailers has failed to materialize. One reason for the failed adoption could be false expectations regarding the applications of the beacon technology in the retailing context. To investigate this assumption in depth, we analyzed relevant literature to identify possible applications that beacon technology enables for brick-and-mortar retailers. We categorized the identified applications into three groups: (i) indoor navigation and localization, (ii) tracking and analyzing customer behavior and (iii) personalized and location-based advertising. Our work aims at revealing these challenges to make the true potential of beacon technology for brick-and-mortar stores transparent.read more
Citations
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Book ChapterDOI
Semi-supervised Physics-Informed Genetic Fuzzy System for IoT BLE Localization
TL;DR: In this article , a novel method was proposed to optimize the localization of an indoor BLE positioning system with low beacon density in a real-world environment, which combines three major machine learning concepts (Semi-Supervised Learning, Informed Machine Learning, and Soft Computing) in its analysis pipeline and presents a different perspective to approaching genetic fuzzy systems (GFSs).
References
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