The increased importance of geolocation in retail trade in Poland – selected aspects of activities

Beata Reformat

Abstract


The article presents geolocation as a modern form of communication with consumers, which is based on new methods of sending information. This modern technological solution is increasingly used by enterprises in various industries, including retail entities. It has a very wide range of applications from the perspective of marketing activities of trade entities. Geolocation can be used in the process of the analysis, planning and implementation of the marketing activities accompanying market research, the segmentation process or the composition of marketing mix tools. The article applies secondary research in the form of a critical analysis of the literature, including the analysis of activities of selected entities who are leaders in the application of geolocation.


Keywords


geolocation; marketing communication; retail trade

Full Text:

PDF

References


Barrile, V., Armocida, G., & Bilotta, G. (2009). GIS supporting the plan of BTS (base transceiver stations) for mobile network in urban context. Transactions on Communications, 8.

Cata, T., Patel, P.S., & Sakaguchi, T. (2013). QR code: A new opportunity for effective mobile marketing. Journal of Mobile Technologies, Knowledge and Society, 2013. DOI: 10.5171/2013.748267.

Chwałek, J. (2014). Kierunki innowacji w handlu. Handel Wewnętrzny, 2(349).

Coy, D.R. (2014). how technology and mobile devices are changing the way we shop. Obra Digital, 4. DOI: 10.25029/od.2013.10.4.

Deloitte. (2018). Retail 360 / Connected Stores: Transforming store fleet through technology. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/dk/Documents/consumer-business/Downloads/Connected_Stores_Deloitte.pdf [access: 5.01.2019].

Dubos-Le Cadre, Ch. (2016). Consumers’ concerns around the issue of geolocation systems for mobile marketing. Dublin Business School.

Frant, T. (2018). Ewolucja, kierunki zmian i możliwe scenariusze rozwoju handlu detalicznego online. Marketing i Rynek, 4.

Fuchs, K., Vuckovac, D., & Ilic, A. (2017). Towards Interoperability in Mobile Coupons: Enabling Cross Retailer Coupon Validation. Proceedings of the 8th International Conference on ICT Convergence, IEEE, South Korea.

How to create one-time redeemable QR Code Coupons. (2018). Retrieved from https://qrd.by/how-tocreate-one-time-redeemable-qr-code-coupons [access: 11.01.2019].

Jang, Z. et al. (2016). ARTcode: Preserve Art and Code In Any Image. Proceedings of the 2016 ACM International Joint Conference on Pervasive and Ubiquitous Computing heidelberg, Germany. DOI: http://dx.doi.org/10.1145/2971648.2971733.

Kang, J.Y.M., Mun, J.M., & Johnson, K.K.P. (2015). In-store mobile usage. Downloading and usage intention toward mobile location-based retail apps. Computers in Human Behavior, 46. DOI: https://doi.org/10.1016/j.chb.2015.01.012.

Kern, A. (2018). The Importance of ICT in the Retail Industry. Fundamental Opportunities and Challenges in a Globalized World. Linz: Johannes Kepler University.

Kieżel, M., Reformat, B. (2015). Geolocation as a Marketing Innovation in Communications and the Conditions of its Use in the Polish Retail Sector and Retail Banking. Proceedings of the LCBR European Marketing Conference. Lupcon Center for Business Research, Lisbon. DOI: 10.13140/RG.2.1.4321.9288.

Komosny, D. et al. (2017). Location accuracy of commercial IP address geolocation databases. Information Technology and Control, 46. DOI: 10.5755/j01.itc.46.3.14451.

Kucharska, B. (2013). Technologie informacyjne w handlu detalicznym. Studia Ekonomiczne, 150.

Malinowska, M. (2016). Innowacyjne formy komunikacji marketingowej w handlu – perspektywa konsumenta. Studia Ekonomiczne, 302.

Mazur, Z., & Mazur, h. (2014). Systemy automatycznej identyfikacji – zastosowania i bezpieczeństwo danych. Wrocław: Politechnika Wrocławska.

McKinsey Global Institute. (2016). Raport Cyfrowi Polacy – konsumenci w czasach e-rewolucji. Warszawa: McKinsey.

Nowa aplikacja L’Oreal ‘Makeup Genius’ App. (2014). Retrieved from http://www.beautyadvisor.eu/2014/12/nowa-aplikacja-loreal-makeup-genius-app.html [access: 12.01.2019].

Notomi, N. (2015). ICT and the future of the retail industry – consumer-centric retailing. NEC Technical Journal, 10.

Pearson, B. (2016, 12 December). 7 under-the-radar retail trends for 2017. Forbes. Retrieved from https://www.forbes.com/sites/bryanpearson/2016/12/28/7-under-the-radar-retail-trends-for-2017/ [access: 5.01.2019].

Plummer, L. (2018). Jak rzeczywistość wirtualna i rozszerzona odmieniają zakupy? Retrieved from https://www.intel.pl/content/www/pl/pl/it-managers/vr-ar-retail-experience.html [access: 5.01.2019].

Reformat, B. (2016). Information and communication technologies as a source of marketing innovations in retail – trends. Journal of Economics and Management, 23(1).

Reformat, B. (2017). Marketing Practices of Retail Chains Focussed on Changes in Eating Habits of Polish Consumers. Proceedings of the 17th International Scientifi Conference: Globalization and Its Socio-Economic Consequences, University of Zilina, Slovakia.

Rozpoczęła się kampania o zwiększenie mocy stacji bazowych polskich operatorów (2014, 8 October). Dziennik Gazeta Prawna. Retrieved from https://gsmonline.pl/artykuly/zwiekszenie-mocy-nadajnikow-stacje-bazowe [access: 30.12.2018].

Sławińska, M. (2016). Innowacje w handlu detalicznym – aspekty strategiczne. In: M. Sławińska (red.), Handel we współczesnej gospodarce. Nowe wyzwania. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego.

Su, M., Zheng, X., & Sun, L. (2014). Coupon trading and its impacts on consumer purchase and fim profits. Journal of Retailing, 90. DOI: https://doi.org/10.1016/j.jretai.2013.06.004.

Taylor, D.G., & Levin, M. (2014). Predicting mobile app usage for purchasing and information sharing. International Journal of Retail & Distribution Management, 42. DOI: 10.1108/IJRDM-11-2012-0108.

Triukose, S. et al. (2012). Geolocating IP Addresses in Cellular Data Networks. International Conference on Passive and Active Network Measurement. Berlin–heidelberg: Springer.

Wallace, B. (2018). Augmented reality’s next frontier is business innovation. Retrieved from https://www.cmswire.com/digital-experience/augmented-realitys-next-frontier-is-business-innovation/ [access: 29.12.2018].




DOI: http://dx.doi.org/10.17951/h.2019.53.2.67-77
Date of publication: 2019-10-25 19:36:12
Date of submission: 2019-01-15 11:40:15


Statistics


Total abstract view - 874
Downloads (from 2020-06-17) - PDF - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Beata Reformat

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.