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Solomo - Always-On Im Handel: Die Soziale, Lokale Und Mobile Zukunft Des Omnichannel-Shopping
Paperback
ISBN13: 9783658135447
Publisher: Springer Gabler
Published: Jun 16 2016
Pages: 230
Weight: 0.88
Height: 0.52 Width: 6.69 Depth: 9.61
Language: German
Dieses Fachbuch zeigt auf, welches Potenzial das mobile Internet für den stationären Handel darstellt. Das Shopping der Zukunft zeichnet sich durch ein begleitendes Zusammenspiel von sozialer Vernetzung, Lokalisierung und mobiler Internetnutzung beim Ladenbesuch aus. Dieser Dreiklang bildet die Basis für die Synergien des SoLoMo, die neue Möglichkeiten der Vermarktungseffizienz - insbesondere für stationäre Händler - erschlie en. Die Autoren greifen die sich daraus ergebenden Chancen auf, indem sie den aktuellen Stand der Forschung und Praxis zu dem Thema darstellen und die Basisfaktoren des SoLoMo umfassend klären. Dabei werden die Location-based Services (LBS), denen eine Schlüsselrolle im Handel der Zukunft zukommt, besonders gewichtet und mit einer empirischen Studie in Hinblick auf Nutzung sowie Potenzial erforscht.
Neu in der 3. Auflage
Die repräsentative Verbraucherbefragung von kaufDA und den beiden Autoren zum Thema Mobiles Internet fördert die Wiederentdeckung des stationären Handels wurde 2015 im Zeitreihenvergleich gegenüber 2013 und 2014 wiederholt. Sie zeigt den aktuellen Stand der Smartphone-Nutzung 2015. Zahlen, Daten, Fakten und Best Practices wurden aktualisiert.Der Inhalt
- Always-on und Always-in-Touch - das neue Kaufverhalten
- Social Commerce als Basisfaktor Nr. 1 des SoLoMo
- Location Based Services als Basisfaktor Nr. 2 des SoLoMo
- Mobile Commerce als Basisfaktor Nr. 3 des SoLoMo
- Empirische Studie von kaufDA - Status und Potenziale von Location-based Services
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