Samenvatting

The focus of this research paper is on location-based services in a retail setting. In the theoretical framework shopping behavior and its changes after the rise of the internet and mobile devices are laid out. Implications for retailers are discussed and possible methods of adapting to the new ways of shopping are defined. After that, location-based services are explained. How they came into being, what examples there are now and the factors that make current location-based services successful. The success of location-based services from a user perspective are explained by means of the
TAM and UTAUT model, before moving on to and what elements could be of importance when location-based services are used in the retail environment. This is explained by means of the STOF method. After the first chapter, the theoretical framework, we move on to the research questions in regard to the benefits of location-based services in a retail setting, the main research question being: "What type of location-based service can draw consumers into stores in the Utrecht city center and create value for both the consumer and the retailer?"
By means of workshops, interviews, a case study of a particular street in the Utrecht city center and a questionnaire concerning user preferences this question is answered. Conclusions include the fact that location-based services are not very popular yet, but in time
could have an added benefit to retailers' overall marketing strategy.
A successful location-based service should have up to date, relevant information regarding all the stores in the center, their product lines and 'deals on offer'/discounts. The information should be Dutch and should be easily and quickly accessible. By checking in to stores users can collect points which they can exchange for deals by the retailers. These elements should be integrated into an existing service, such as Dutch LBS Feest.je, rather than setting up a new one. A focus should be on venues that serve food and drinks to start with, as these types of locations are checked into the most at the moment. Users should have the possibility to opt in and opt out of
using the service. The service should be financed by the retailers and through advertising.