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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
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    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. 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.

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