n the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ¿SoLoMo synergies¿ that arise from this paradigm shift in future shopping, which also promises new and effective marketing options for traditional retailers. It also reflects the current status of research and business practice, analyzing the basic factors of SoLoMo in detail. The importance of Location-based Services (LBS) is elaborated and analyzed in an empirical study using a market based case of kaufDA ¿ a leading German online shopping network. The evidence shows that customers see LBS as an attractive tool and are prepared to change their buying behavior. Though LBS is still in its early stages and its professional longevity remains to be seen, it also promises tremendous potential for the future.

"Always-on and Always-in-touch" - the New Buying Behavior.- Social Commerce as Base Factor No. 1 for SoLoMo.- Location-based Services as Base Factor No. 2 for SoLoMo.- Mobile Commerce as Base Factor No. 3 for SoLoMo.- Study - Status and Potential of Location-based Service.

Dr. Gerrit Heinemann is currently a Professor of Business Administration, Management and Commerce, and Head of the eWeb Research Center at Niederrhein University of Applied Sciences.

Christian Gaiser is CEO of Bonial International Group, the global alliance of companies in the United States, Germany, France, Spain, Russia and Brazil providing location-based services to retailers, manufacturers and consumers.