Considering the Beacon technology, a Green and eco-friendly revolution in the Moroccan Commercial Malls for a proximity marketing strategy

PRISME Laboratory, EST, Hassan II University, 20470 Casablanca, Morocco.

Abstract

Proximity marketing is becoming an important strategy that enables linking retailers and consumers to enhance the customer experience. This marketing action aims to consider the customer location to provide a significant information at the right moment and space. Beacon technology is a real advancement in this domain of study. Beacons are a small device-wireless communication that allow detecting the presence of a person in the store through the low-energy Bluetooth signals and deliver impressive offers to visitors’ mobile phone from their area or product proximity inside the store. The objective is to offer an in time individual experience and interact efficiently with visitors. This paper presents a quantitative empirical study that aims to analyze the results of embodying the beacon technology in the large Moroccan commercial malls. For this, an online questionnaire was prepared to assemble consumers’ feedback regarding the use of this proximity marketing action. The results of this empirical study will help notifying marketers in their strategies by coming up with quantitative data collection that analyzes the customer perception of this technology, consequently, Moroccan malls may consider this relevant proximity marketing strategy in the future decisions to improve the customer experience for a long-term loyalty.