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Published in Chapter:
Non-Invasive Personalized In-Store Location-Based Marketing: A Practical Use Case
Vincenzo Dentamaro (University of Bari “Aldo Moro”, Italy), Donato Impedovo (University of Bari “Aldo Moro”, Italy), Giuseppe Pirlo (University of Bari “Aldo Moro”, Italy), Giacomo Abbattista (University of Bari, Italy), Vincenzo Gattulli (University of Bari, Italy), Cosimo Alessandro Buscicchio (Kad3 SRL Company, Italy), and Claudia Maria Fiore (City Tre SRL Company, Italy)
Copyright: © 2021
|Pages: 26
DOI: 10.4018/978-1-7998-5077-9.ch018
Abstract
This chapter shows a practical end-to-end solution that allows the integration of noninvasive location-based marketing advertisements finally binding physical and virtual in-store customer presence. The goal of the solution is to digitalize the business and improve the customer experience with the indoor proximity-based iBeacon technology for personalized marketing advertising. The architecture uses cheap battery powered iBeacon devices, Android App and a recommender system for sending noninvasive advertisement in the right moment to the right customer. The intelligent combination of loyalty programs, personalized location-based marketing campaigns, and connection to existing CRM systems will enable the desirable increase in customer loyalty by also creating ideal circumstances for custom omnichannel marketing.