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Can beacons be a source of inspiration for banks to increase sales and improve customer experience?
Beacon technology is considered to be one of the most promising new mobile technologies to both increase sales and improve customer experience in the retail industry. At a time when banks are trying to improve the economics of branch banking and are competing with new entrants like FinTech, beacons could potentially offer more revenue to banks and provide additional value to their clients. This paper looks at the different options banks have to take advantage of beacons.
The full article is available to institutions that have subscribed to the journal
Yvon Moysan is a lecturer in digital marketing, academic director of a master’s degree programme in apprenticeship in digital marketing and innovation and a member of the Crédit Agricole Nord de France Digital Banking & Big Data Chair at IÉSEG School of Management. He is also the chief executive officer (CEO) of Saint Germain Consulting, a consulting company in digital marketing, which focuses on the banking and insurance industries. He graduated from Harvard and ESSEC and has more than 15 years of professional experience in digital marketing (BNP PARIBAS, HSBC France, AXA worldwide headquarters, etc.). He contributes to several practice-oriented journals such as Journal of Digital Banking, Revue Banque, Banque et Stratégie and L’Argus de l’Assurance. He is also frequently interviewed and quoted in the press, such as in La Revue du Digital, Atlantico, Banque Hebdo and L’Agefi. He is also a public speaker and has participated in several international academic and professional conferences, such as In Banque, EFMA, Mobile Shopping Europe, e Tail or Dialogkonferansen.