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NFC based Service Innovation in Retail : An explorative Study

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abstract This paper presents the results of a questionnaire based survey conducted amongst European retailers on their plans and perceptions with regard to novel applications based on Near Field Communication (NFC) technology. Whilst the survey showed that retailers did evaluate the possible applications differently, none of them clearly stood out as the most beneficial one. NFC based services were on average conceded to be able to accelerate the checkout process at the point-of-sale. This is an important acknowledgment, as 65% of the respondents consider waiting lines which can occur at the checkout to hold the largest potential for an improvement of their customers’ shopping experience. While the rate of agreement is somewhat smaller than in the case of process acceleration, retailers also concede that NFC applications could make shopping more convenient for their customers. On the other hand, none of the NFC-based applications seemed to yield cost saving potentials to the responding retailers. The most surprising result of the survey was the respondents’ low expectations in regards to customer acceptance. This is in clear contrast to the reports on NFC trials which generally describe participants as enthusiastic about the technology.
   
type conference paper (English)
   
keywords Near Field Communication, NFC, Retail, Payment Systems
   
project StoLPaN
name of conference The 17th European Conference on Information Systems (ECIS 2009) (Verona, Italy)
date of conference 8-6-2009
title of proceedings Proceedings of the 17th European Conference on Information Systems (ECIS)
page(s) 12
publisher tbd
review double-blind review
   
citation Wiechert, T., Thiesse, F., Schaller, A., & Fleisch, E. (2009). NFC based Service Innovation in Retail: An explorative Study. In Proceedings of the 17th European Conference on Information Systems (ECIS), pp.12: tbd.