n the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘So Lo Mo synergies’ that arise from this paradigm shift in future shopping, which also promises new and effective marketing options for traditional retailers. It also reflects the current status of research and business practice, analyzing the basic factors of So Lo Mo in detail. The importance of Location-based Services (LBS) is elaborated and analyzed in an empirical study using a market based case of kauf DA – a leading German online shopping network. The evidence shows that customers see LBS as an attractive tool and are prepared to change their buying behavior. Though LBS is still in its early stages and its professional longevity remains to be seen, it also promises tremendous potential for the future.
Tabla de materias
‘Always-on and Always-in-touch’ – the New Buying Behavior.- Social Commerce as Base Factor No. 1 for So Lo Mo.- Location-based Services as Base Factor No. 2 for So Lo Mo.- Mobile Commerce as Base Factor No. 3 for So Lo Mo.- Study – Status and Potential of Location-based Service.
Sobre el autor
Dr. Gerrit Heinemann is currently a Professor of Business Administration, Management and Commerce, and Head of the e Web Research Center at Niederrhein University of Applied Sciences.
Christian Gaiser is CEO of Bonial International Group, the global alliance of companies in the United States, Germany, France, Spain, Russia and Brazil providing location-based services to retailers, manufacturers and consumers.
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