A STUDY ON THE EFFECTIVENESS OF LOCATION – BASED SERVICES IN RETAIL MARKETING
Keywords:
Location-Based Services (LBS), Retail Marketing, Mobile Commerce, Customer Engagement, Personalized PromotionsAbstract
This study examines the effectiveness of location-based services (LBS) in retail marketing, focusing on how these tools enhance customer engagement and targeting precision. LBS leverage mobile devices, positioning systems, and communication networks to deliver location-specific information to users, significantly impacting mobile commerce. The research highlights how LBS facilitate personalized promotions and offers, thereby improving consumer experiences and driving sales. It also explores various system components essential for LBS functionality and evaluates their effectiveness in real-world retail scenarios. The findings suggest that LBS can significantly boost marketing strategies by providing tailored content and timely information.
References
Balaji, M. S., & Roy, S. K. (2017). Value co-creation with internet of things technology in the retail environment. Journal of Marketing Management, 33(1-2), 7-31.
Banerjee, S., & Dholakia, R. R. (2012). Location-based mobile advertisements and gender targeting. Journal of Research in Interactive Marketing, 6(3), 198-214.
Barwise, P., & Strong, C. (2002). Permission-based mobile advertising. Journal of Interactive Marketing, 16(1), 14-24.
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Copyright (c) 2024 S. Vijayalakshmi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
