Social - Local - Mobile: The Future of Location-based by Gerrit Heinemann, Christian Gaiser

By Gerrit Heinemann, Christian Gaiser

n the long run, purchasing should be significantly encouraged by means of a mix of localization concerns, cellular net on the aspect of sale, and use of social networks. This publication specializes in the ‘SoLoMo synergies’ that come up from this paradigm shift in destiny procuring, which additionally delivers new and potent advertising techniques for standard shops. It additionally displays the present prestige of study and company perform, examining the elemental elements of SoLoMo intimately. the significance of Location-based companies (LBS) is elaborated and analyzed in an empirical examine utilizing a marketplace dependent case of kaufDA – a number one German on-line procuring community. The facts exhibits that consumers see LBS as an enticing device and are ready to alter their paying for habit. although LBS continues to be in its early levels and its expert toughness is still obvious, it additionally offers super capability for the future.

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Additional info for Social - Local - Mobile: The Future of Location-based Services

Sample text

3 Manifestations of Social Commerce 35 is embedded on it as an advertising banner and shop (cf. von Kuhnhardt 2013). Social shop, promotion widget or social actions app are conceivable variants: The social shop enables the sale of several products. The relevant app is suitable for e-commerce starters. But this function can also be used as a separate campaign shop, which is then embedded in the Facebook page. The social shop can be used as a stand-alone link or integrated in an existing website (cf.

As a result, various retailers are currently working on social media strategies (cf. Heinemann 2012b). The question of which role social media will play in the future is also increasingly being examined in the branded goods industry. In this respect, a study by Social Minds from 2012 provides interesting evidence of customer expectations of the brand in the social network (cf. Horizont 44/2012). As Fig. 3 shows, credibility and authenticity are the key factors here. In addition to prompt and honest information on the supplier side, users are primarily concerned with recommendations for specific brands (36 %) and concrete purchase recommendations (47 %).

The offer of a social environment increases customer satisfaction, which in turn improves customer loyalty. At the same time the retailer offers genuine competitive advantages and added value, setting it apart from its competitors in a positive way. New sources of inspiration and personal recommendations increase the assumed benefit to the customer. In addition the customer is able to discover new and improved products, which would then find the right algorithm. In turn this has a positive impact on sales and turnover (cf.

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