Proximity Marketing as an Enabler of Mass Customization and Personalization in a Customer Service Experience

Abstract

More and more companies are adopting Proximity Marketing, an emerging form of marketing enabled through wireless technology. This chapter presents how companies can use Proximity Marketing to enhance their service experiences through a real-time mass customization and personalization of their promotions. Data collection was performed through a multi-case study approach of companies that are currently or have been using Proximity Marketing to enhance their services or the customer experience. Data analysis was performed to extract several variables namely the potential and actual benefits, how the offering is customized and personalized by Proximity Marketing as well as important issues relating to consumers. Our findings illustrate that very few empirical studies have been performed on the topic, which is consistent with an emerging field of research. Recommendations for further studies are addressed. Finally, managerial considerations and recommendations that will contribute to a company’s positive brand image and return on investment are presented.