Title: A study of how the Brick and Mortar business can utilize Location-based Marketing in Sweden. - Technologies, Strategies, Privacy & Integrity and Receptiveness from a consumer and expert perspective. Date: 2014-05-20 Level: Bachelor Thesis in Marketing Authors: Philip Lagström and Gustaf Stenlund. Supervisor: Klaus Solberg Søilen. Purpose: The purpose of this research is to create an understanding of what location-based marketing is and how brick and mortar businesses in Sweden can use this type of marketing, and how it affects sales and the customer experience. The objective is also to find out how consumers percept location-based marketing and possible privacy and integrity concerns. Theoretical framework: The theoretical framework begins with theory regarding Smartphone usage in Sweden and privacy & integrity concerns. The theory also discusses the brick and mortar business. Further, it discusses what kinds of techniques and methods that are used by location-based marketing today is, and how push and pull strategies can be used within location-based marketing. Method: The research is based on a combination of a qualitative and quantitative study. This was made to get the experts point of view and also the consumers’ perspective. The qualitative part consisted of three interviews with experts in the field of location-based marketing, mobile applications, Smartphone marketing and digital marketing. The quantitative part consisted of a survey with 357 participants Empirical framework: The empirical study consists of interviews and a survey. It begins with the interviews with the three experts; this part involves thoughts regarding location-based marketing within brick and mort, best method of LBM, consumer receptiveness, negative/positive aspects, privacy and integrity and future prospects for location-based marketing. This followed by the results from the quantitative survey with our 357 respondents; the survey gives a consumer point of view on important factors such as Smartphone use, consumer interest regarding LBM, receptiveness, privacy and integrity concerns and loyalty. Conclusion: The conclusion made in this dissertation is that location-based marketing is a great part of the digital marketing mix, and could potentially work well for Swedish brick and mortar businesses. It has potential to create increased value for consumers, which in turn can develop into a loyal customer base. The respondents of our survey are not concerned about their privacy and integrity. However, it could be a devastating blow for retailers if dealt with incorrectly.

This study assesses how to measure and evaluate performance impacts of IntelligentTransport Systems (ITS) in the transport chain.The importance of transportation in global trade has increased significantly in the lastdecades. Cost pressure, rising customer demand for sophisticated logistics services, sustainabilityand security as well as safety issues have boosted the need for more efficient,effective and differentiated transport operations. Intelligent Transport Systems werefound to have the potential to address these challenges in the transport chain. However,due to the novelty of the technology both ITS developers and users face huge uncertaintyabout the performance impacts of ITS. Evaluating ITS in the transport chain beforethe rollout based on concrete measures is likely to reduce the uncertainty involvedin ITS developments and enhance the adoption rate of the new technology. The increasingnumber of ITS projects, like the Secure Intermodal Transport Systems at VolvoTechnology, create a need for a structured approach to measure and evaluate ITS.A literature review concerning the characteristics of the transport industry, technologyadoption, ITS and performance measurements served as a basis for the empirical studyin which 8 semi-structured interviews with different stakeholders in the transport industrywere conducted in order to find out how the performance impacts of ITS are perceivedin the industry and how they could possibly be assessed. The focus groupmethod was used to validate and apply the findings from the interview study to a GeofencingITS-service.The study has confirmed that the concept of ITS is still an emerging phenomenon in thetransportation industry. There is no common understanding of ITS among researchersand practitioners in the transport industry and still a lack of knowledge regarding theperformance impacts of ITS. Even though it could be found that ITS leverages mainlythe service level that can be offered to the customer and that they increase the efficiencyin the back office, the great variety of ITS-services calls for an individual assessment.Structuring the assessment into the phases of measurement design, implementation anduse of the measures facilitates this process. For the different phases a set of activitiescritical for a successful assessment of ITS have been identified. Despite its usefulnessfor mitigating the uncertainty related to the new technology, the focus group validationuncovered that a comprehensive measurement for ITS is not appropriate from the outset,but should be assessed based on the cost of the measurement, the ITS project priority,the customer relations as well as the hierarchical structure in the provider firm.