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Beacons as the touchpoints on the customer journey

Bajak Maria

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 155

17--29

Purpose: The overriding goal of the presented considerations is to discuss beacons as consumer-brand touchpoints. In addition, the possibilities of using these sensors at various stages of the customer journey to implement the assumptions of the 5A model and build a lasting relationship with the buyer were indicated. Design/methodology/approach: In order to build a lasting relationship with the consumer, it is necessary to conduct multidimensional marketing communication based on numerous touchpoints. This interaction is assisted by mobile devices and many different technological solutions. One of them may be beacons, supporting consumer service at every stage of the customer journey. As part of the considerations, it was examined how the sensors can support marketing activities at individual stages of the customer journey. Findings: As part of the research, it was determined what role beacons can play at every stage of the customer journey, as well as their connections with promotion-mix elements. An attempt has been also made to indicate how these devices can create a holistic experience leading to buyer satisfaction and ultimately their loyalty. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The article can help businesses to better realize the potential of beacons as a tool to support consumers during the shopping experience. It shows practical ways of using devices as part of individual promotional mix elements, which allows for their optimal use at all stages of the customer journey. Originality/value: Although the topic of beacons in commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between sensors, the 5A model and the promotion mix tools.

Supporting Process of Independent Navigation Inside Buildings Based on Low-Energy Bluetooth Transmitters

Żochowski Tomasz

Studia Informatica : systems and information technology

2020

Vol. 1-2(24)

71--83

Thanks to the use of satellite positioning systems (including GPS) the ability to determine a user's position in open spaces has become a necessary element of everyday life. Nowadays people cannot imagine moving in an "urban jungle” with paper maps without electronic support, but dozens of years ago those maps were more popular than satellite navigation. A similar revolution may also await navigations in closed spaces such as public or commercial buildings. Because as the urbanisation process, the surfaces of various buildings grow, which significantly impedes orientation in them, especially for the blind or visually impaired users. As satellite navigation systems are burdened with errors, which increase when trying to use them in confined spaces, it becomes necessary to use more accurate technology. As a step towards solving this problem, we propose a solution supporting the navigation of users, especially the visually impaired, inside buildings. Our approach is based on using low energy Bluetooth transmitters and a method of determining the user's position using the trilateration algorithm and the appropriate placement of transmitters in a space.