IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i6p3256-d768236.html
   My bibliography  Save this article

An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail

Author

Listed:
  • Nataša Đurđević

    (Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia)

  • Aleksandra Labus

    (Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia)

  • Dušan Barać

    (Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia)

  • Miloš Radenković

    (School of Computing, Union University, 11000 Belgrade, Serbia)

  • Marijana Despotović-Zrakić

    (Faculty of Organisational Sciences, University of Belgrade, 11000 Belgrade, Serbia)

Abstract

This paper studies shopper acceptance for using beacons in the purchase process. The main goal is to examine shopper response to beacon-triggered promotions and propose a model that would help retail practitioners plan the implementation of beacons in stores. The model was evaluated via an in-market test to examine the effects of beacon-triggered promotion on shopper attention, technology acceptance, and the decision to purchase. The test was conducted in Belgrade, Serbia in 10 representative stores where beacons were implemented with 10 twin control stores. The SimplyTastly mobile application was used for sending notifications. Furthermore, two more in-market beacon activations were analysed in Croatia and Bulgaria. The results showed that shoppers accepted beacon technology and that beacon-triggered promotion had a positive impact on shopper attention, purchase behaviour, and the decision to purchase. The results show that the proposed model could serve as a sound basis for the implementation of beacon technology in retail.

Suggested Citation

  • Nataša Đurđević & Aleksandra Labus & Dušan Barać & Miloš Radenković & Marijana Despotović-Zrakić, 2022. "An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail," Sustainability, MDPI, vol. 14(6), pages 1-25, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3256-:d:768236
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/6/3256/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/6/3256/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Renko, Sanda & Druzijanic, Mirna, 2014. "Perceived usefulness of innovative technology in retailing: Consumers׳ and retailers׳ point of view," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 836-843.
    2. Yunjeong Kim, 2021. "Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    3. Shankar, Venkatesh & Inman, J. Jeffrey & Mantrala, Murali & Kelley, Eileen & Rizley, Ross, 2011. "Innovations in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing, Elsevier, vol. 87(S1), pages 29-42.
    4. Mazzei, Matthew J. & Noble, David, 2017. "Big data dreams: A framework for corporate strategy," Business Horizons, Elsevier, vol. 60(3), pages 405-414.
    5. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    6. Lee, In & Lee, Kyoochun, 2015. "The Internet of Things (IoT): Applications, investments, and challenges for enterprises," Business Horizons, Elsevier, vol. 58(4), pages 431-440.
    7. Faulds, David J. & Mangold, W. Glynn & Raju, P.S. & Valsalan, Sarath, 2018. "The mobile shopping revolution: Redefining the consumer decision process," Business Horizons, Elsevier, vol. 61(2), pages 323-338.
    8. Riegger, Anne-Sophie & Klein, Jan F. & Merfeld, Katrin & Henkel, Sven, 2021. "Technology-enabled personalization in retail stores: Understanding drivers and barriers," Journal of Business Research, Elsevier, vol. 123(C), pages 140-155.
    9. Lee, In, 2017. "Big data: Dimensions, evolution, impacts, and challenges," Business Horizons, Elsevier, vol. 60(3), pages 293-303.
    10. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    11. Caro, Felipe & Sadr, Ramin, 2019. "The Internet of Things (IoT) in retail: Bridging supply and demand," Business Horizons, Elsevier, vol. 62(1), pages 47-54.
    12. Brown, Terrence E., 2017. "Sensor-based entrepreneurship: A framework for developing new products and services," Business Horizons, Elsevier, vol. 60(6), pages 819-830.
    13. Kamble, Sachin S. & Gunasekaran, Angappa & Parekh, Harsh & Joshi, Sudhanshu, 2019. "Modeling the internet of things adoption barriers in food retail supply chains," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 154-168.
    14. Parise, Salvatore & Guinan, Patricia J. & Kafka, Ron, 2016. "Solving the crisis of immediacy: How digital technology can transform the customer experience," Business Horizons, Elsevier, vol. 59(4), pages 411-420.
    15. Lu, Yang & Papagiannidis, Savvas & Alamanos, Eleftherios, 2018. "Internet of Things: A systematic review of the business literature from the user and organisational perspectives," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 285-297.
    16. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    17. Mital, Monika & Chang, Victor & Choudhary, Praveen & Papa, Armando & Pani, Ashis K., 2018. "Adoption of Internet of Things in India: A test of competing models using a structured equation modeling approach," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 339-346.
    18. Roy, Sanjit Kumar & Balaji, M S & Sadeque, Saalem & Nguyen, Bang & Melewar, T C, 2017. "Constituents and consequences of smart customer experience in retailing," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 257-270.
    19. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    20. Gary C. Moore & Izak Benbasat, 1991. "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation," Information Systems Research, INFORMS, vol. 2(3), pages 192-222, September.
    21. Adapa, Sujana & Fazal-e-Hasan, Syed Muhammad & Makam, Sathyaprakash Balaji & Azeem, Muhammad Masood & Mortimer, Gary, 2020. "Examining the antecedents and consequences of perceived shopping value through smart retail technology," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    22. Fagerstrøm, Asle & Eriksson, Niklas & Sigurdsson, Valdimar, 2020. "Investigating the impact of Internet of Things services from a smartphone app on grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rob Kim Marjerison & Jiamin Hu & Hantao Wang, 2022. "The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior," Sustainability, MDPI, vol. 14(23), pages 1-23, December.
    2. de Kervenoael, Ronan & Schwob, Alexandre & Hasan, Rajibul & Psylla, Evangelia, 2024. "SIoT robots and consumer experiences in retail: Unpacking repeat purchase intention drivers leveraging computers are social actors (CASA) paradigm," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Himadri Sikhar Khargharia & Muhammad Habib ur Rehman & Abhik Banerjee & Federico Montori & Abdur Rahim Mohammad Forkan & Prem Prakash Jayaraman, 2023. "Towards Marketing 4.0: Vision and Survey on the Role of IoT and Data Science," Societies, MDPI, vol. 13(4), pages 1-15, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roe, Michael & Spanaki, Konstantina & Ioannou, Athina & Zamani, Efpraxia D. & Giannakis, Mihalis, 2022. "Drivers and challenges of internet of things diffusion in smart stores: A field exploration," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    2. Gong, Taeshik & Wang, Chen-Ya & Lee, Kangcheol, 2022. "Effects of characteristics of in-store retail technology on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Riegger, Anne-Sophie & Merfeld, Katrin & Klein, Jan F. & Henkel, Sven, 2022. "Technology-enabled personalization: Impact of smart technology choice on consumer shopping behavior," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    4. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Michel Muschkiet & Tobias Wulfert & Robert Woroch & Gero Strobel & Leonardo Banh, 2023. "Unleashing the digital building bricks," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    6. Sharma, Piyush & Ueno, Akiko & Kingshott, Russel, 2021. "Self-service technology in supermarkets – Do frontline staff still matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Sohn, Stefanie, 2024. "Consumer perceived risk of using autonomous retail technology," Journal of Business Research, Elsevier, vol. 171(C).
    8. Mostaghel, Rana & Oghazi, Pejvak & Parida, Vinit & Sohrabpour, Vahid, 2022. "Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends," Journal of Business Research, Elsevier, vol. 146(C), pages 134-145.
    9. Pillai, Rajasshrie & Sivathanu, Brijesh & Dwivedi, Yogesh K., 2020. "Shopping intention at AI-powered automated retail stores (AIPARS)," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Mohamed Slim Ben Mimoun & Caroline Lancelot Miltgen & Boulbeba Slama, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Post-Print hal-03519230, HAL.
    11. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    12. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    13. Sheng-Chi Chen & Shari S. C. Shang, 2021. "Sustaining User Experience in a Smart System in the Retail Industry," Sustainability, MDPI, vol. 13(9), pages 1-14, May.
    14. Delgosha, Mohammad Soltani & Hajiheydari, Nastaran & Talafidaryani, Mojtaba, 2022. "Discovering IoT implications in business and management: A computational thematic analysis," Technovation, Elsevier, vol. 118(C).
    15. Pizzi, Gabriele & Scarpi, Daniele, 2020. "Privacy threats with retail technologies: A consumer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    16. Alexander, Bethan & Kent, Anthony, 2022. "Change in technology-enabled omnichannel customer experiences in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Srini Pillay & Patrick Candela & Erik Christensen, 2022. "Managing Workplace Anxiety during the Pandemic: A Pilot Study of Natural Imagery through 4 K Video and Virtual Reality," European Journal of Marketing and Economics Articles, Revistia Research and Publishing, vol. 5, ejme_v5_i.
    18. Souka, Mohamed & Bilstein, Nicola & Decker, Reinhold, 2024. "Give me your data and I’ll dress you: A two-sided messaging approach to address privacy concerns surrounding in-store technologies," Journal of Business Research, Elsevier, vol. 172(C).
    19. Lorente-Martínez, Javier & Navío-Marco, Julio & Rodrigo-Moya, Beatriz, 2020. "Analysis of the adoption of customer facing InStore technologies in retail SMEs," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    20. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3256-:d:768236. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.