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Solomo - Always-On Im Handel: Die Soziale, Lokale Und Mobile Zukunft Des Omnichannel-Shopping by Gerrit Heinemann, Christian W. Gaiser

Solomo - Always-On Im Handel: Die Soziale, Lokale Und Mobile Zukunft Des Omnichannel-Shopping

by Gerrit Heinemann , Christian W. Gaiser
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Book cover type: Paperback
  • ISBN13: 9783658135447
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 230
  • Original Price: EUR 37.37
  • Language: German
  • Edition: 3., Uberarb. U.
  • Item Weight: 400 grams
  • BISAC Subject(s): E-Commerce / General

Dieses Fachbuch zeigt auf, welches Potenzial das mobile Internet f�r den station�ren 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 f�r die "Synergien des SoLoMo", die neue M�glichkeiten der Vermarktungseffizienz - insbesondere f�r station�re H�ndler - 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 kl�ren. Dabei werden die Location-based Services (LBS), denen eine Schl�sselrolle 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 repr�sentative Verbraucherbefragung von kaufDA und den beiden Autoren zum Thema "Mobiles Internet f�rdert die Wiederentdeckung des station�ren Handels" wurde 2015 im Zeitreihenvergleich gegen�ber 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


Prof. Dr. Gerrit Heinemann ist Professor für Betriebswirtschaftslehre, Management und Handel und Leiter des eWeb Research Centers an der Hochschule Niederrhein.

Christian Gaiser ist Gründer und CEO der zur Axel Springer SE gehörenden Bonial.com Group, einem international führenden Netzwerk für digitale Haushaltswerbung.

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