Proximity marketing

This bachelor thesis focuses on a modern trend in marketing communication called proximity marketing, which in the Czech Republic is not nearly as popular and widespread as it is abroad. Especially nowadays, when consumers have become immune to the classic forms of marketing communications, more and more retailers are trying to reach their customers in an unusual and efficient way. One of the promising marketing strategies in this sense appears to be proximity marketing, which is part of mobile marketing and targets customers with highly personalized and relevant content based on their current location. Communication with the customer is established via wireless technologies. The features and benefits of each technology type are addressed in the theoretical part of this thesis however, most attention is paid to Beacon technology. The aim of this thesis is to assess the awareness of proximity technologies and their usage by Czech retailers and consumers, as well as to assess the attitude of retailers and consumers towards proximity marketing services. Using a questionnaire and a semi-structured interview the necessary data was collected. Based on theoretical knowledge and analysis of collected data, it is investigated whether proximity marketing could be successful in the Czech retail environment. A recommended approach to the implementation of this marketing strategy and the challenges that it may bring is stated at the end of this thesis.