Retail has already relied on location-based services at an early stage. The preferred technology in stationary retail – especially for shopping centers and malls – has so far been beacon technology. In food retailing in particular, where product-specific navigation is required, operators are increasingly relying on combinations of beacon and visual light technologies.* British real estate operator Hammerson has already equipped 19 shopping centres with a beacon infrastructure. The corresponding shopping apps including indoor navigation for each center are available for download in the App Shops. Hammerson offers its shopping centre customers “classic” location-based services such as indoor navigation, interactive maps via Google Maps, as well as exclusive real-time offers on mobile phones. Hammerson also relies on social location-based services: All offers can be shared with friends and followers from the apps in current social networks.
In Germany, for example, ECE Einkaufzentrum Limbecker Platz in Essen offers its customers location-based services such as indoor navigation, walk-in points and push marketing. In Jena, the Goethe Galerie shopping centre with its 32,000 m² will be equipped with a beacon infrastructure in the summer of 2017, which will enable positioning and turn-by-turn navigation, among other things.**
Here you can find an example of how the stationary trade uses the analysis of data gained through location-based services to optimize its sales area. Further information and solutions for location-based services in the retail industry can be found here.
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