GFM News: locandis turns digital customer card into an in-store search engine

The app-based digital customer card from locandis now includes a Product Finder, which functions as an in-store search engine. This is intended to save customers the search for an employee when they cannot find a product.

Customers enter the desired product in the app and are then guided to the correct shelf via in-store navigation. The system is already being tested in a self-service department store. Stefan Brinkhoff, CTO of locandis, says: “We have found that the Product Finder significantly increases the use of the digital customer card in the store: customers need this form of orientation and support. Of course, this only works if the system is extremely precise – the location is determined to within 1 m in a 6,000 sqm market.”

locandis’ digital customer card offers high accuracy in search

The app uses sensor fusion for this: several sensors, which on their own have no predictive power, are used for location determination and navigation. “This technology is the basis for Real Time Targeted Promotions”, adds Dr. Hans-Christian Riekhof, marketing professor at PFH Göttingen. “If retailers know what customers are looking for and where they are moving in the store, targeted purchasing impulses can be set via push notifications and couponing. Logical zones can be defined in the store that have high predictive power.”

 

Link to the medium:
www.gfm-nachrichten.de

More information about locandis:
www.locandis.de

Location-based Marketing Technologies – which have potential? An interview with locandis CTO Stefan Brinkhoff:
LbM Technologies – which have potential?

 

Study on Pricing Processes in Automotive Suppliers

The present study, which examines the pricing processes of automotive suppliers, (Prof. Dr. Hans-Christian Riekhof/Maximilan Mitschke) is another empirical pricing study by the PFH Private University of Göttingen. This study is the first to focus on automotive suppliers. Due to often long-standing supply relationships between OEMs and suppliers, as well as very different power constellations and dependencies, it is expected that pricing in this area involves special challenges.

Potential in the pricing of automotive suppliers often not yet recognized

An important result should be mentioned here in advance: As the pricing studies from the years 2009 (Riekhof/Lohaus), 2012 (Riekhof/Wurr) and 2015 (Riekhof/Ha) were able to show, many companies have not yet recognized that pricing is the most important profit driver in the company – at least pricing surprisingly does not consistently receive a very high internal value.

The study as pdf

 

Pricing-Newsletter No. 13 (2018): How Digital Customer Cards Can Change Retail Pricing

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Public WiFi – When the Person at the Next Table is Reading Along

Quickly check some news, reply to an email and search for the nearest restaurant for lunch break – public WiFi hotspots offer a convenient way to get free internet access in many places, all over the world. But as tempting as this free internet access may initially be for users, it can quickly become a serious threat to all data.

Stefan Brinkhoff is aware of the problems that popular WiFi hotspots bring with them. The experienced e-commerce consultant for medium-sized companies built websites and developed online shops in his youth. Anna-Lina Köhler, a student at the Private University of Applied Sciences Göttingen (PFH) who is dealing with the WiFi issue, met the knowledgeable co-founder and CTO of locandis for a conversation.

Anna-Lina Köhler: What are the basic advantages of public WiFi?

Stefan Brinkhoff: In general, public WiFi offers a good opportunity to save data volume. Especially in buildings where data reception is limited and perhaps even below the “Edge area”, a fast internet access according to the user’s requirements is advantageous.

Anna-Lina Köhler: How widespread are public WiFi hotspots today?

Stefan Brinkhoff: Even though the spread of public WiFi hotspots in Germany is still relatively low compared to international standards, the communication network is continuously being expanded nationally. So you can expect that there will be more and more free WiFi hotspots in the future.

Anna-Lina Köhler: Why is it that more and more WiFi is being set up or offered in public spaces? Who is the driver?

Stefan Brinkhoff: Even today, there is still the problem of adequate data speed in many cases, especially inside buildings. There can be a damping effect, so that fast bandwidths, which are needed for certain applications on the digital device and ultimately demanded by the user, do not exist as standard. The offer and the constant spread of the use of public WiFi is therefore fundamentally positive.

With WiFi, the data is on the presentation plate

Anna-Lina Köhler: What dangers or security concerns should be considered when it comes to public WiFi?

Stefan Brinkhoff: In public networks, the data is basically on the “presentation plate”. Any other user surfing in the same public WLAN network can theoretically view the data packets that the digital terminal device sends or receives, as the data is transmitted unencrypted between device and network. This problem tends to exist at all nodes on the internet. If you share your WiFi with other users, the hacker only needs to sit at the next table to then exploit the vulnerabilities of the unencrypted data.

Anna-Lina Köhler: Do you have an example?

Stefan Brinkhoff: A conceivable and quite practical example would be the use of public WiFi hotspots in hotel lobbies by business travelers. Whether it’s just to quickly send business emails or actually to work with internal company data, in the worst case these critical information are shared with all other hotel guests. All information that the digital terminal device exchanges with the public network can therefore ultimately be threatened.

Anna-Lina Köhler: How can such an attack on one’s own data typically work?

Stefan Brinkhoff: The so-called “Honeypot technique” is common. This means that a second hotspot with the identical name is broadcast next to the correct public network. So the same WiFi name is thrown out, so that the device cannot differentiate between a real and a fake network. The attacker thus positions himself between the network and the provider and thus gains control. Even though many cell phones and apps nowadays rely on internal SSL encryption, the hacker can still find out who is being communicated with and which pages are being used and thus create a real user profile.

Install VPN tools and always perform updates

Anna-Lina Köhler: How can the user best protect himself from such dangers? What security precautions are there?

Stefan Brinkhoff: The best way to protect yourself is to set up a VPN connection in public WiFi, which then encrypts the data and makes it no longer attackable from the outside. For this, it is usually enough to install a simple VPN tool. Also, all updates should be installed regularly to keep the operating system up to date and to offer hackers a minimal attack surface.

Anna-Lina Köhler: And what can users do if their data has already been hacked?

Stefan Brinkhoff: In such a case, it is important that all active sessions in the accounts are ended and that work is not continued on the identified hardware under any circumstances. It is also advisable to change all passwords. Free WiFi hotspots are basically a positive and practical thing, for example to briefly check the weather. If you really want to make sure that online banking data or company data remains internal, you should not edit this data in public hotspots for safety reasons – and share it with the person at the next table.

Stefan Brinkhoff, locandis founder, in conversation with Anna-Lina Köhler

 

Photo: Caleb Minear/Unsplash

11.06.2018 │ Göttingen – Pricing using the example “King of the Lions”

The lecture on Monday, June 11 in Göttingen will focus on yield management and strategic pricing using the successful musical “King of the Lions” as an example. The event will take place at the PFH Private University of Göttingen. The speaker will be Christian Fischer, Head of Brand Management & Strategy from the Stage Entertainment event company in Hamburg, who is following an invitation from pricing expert Prof. Hans-Christian Riekhof, Professor of International Marketing at the university. The impulse lecture is planned for a duration of approx. 45 minutes, afterwards a discussion with the experts is invited.

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

Time:
18.00 – 19.30 hrs

Registrations for guests please by mail to:

Kisters@nullpfh.de

04.06.2018 │ Göttingen – Digitalization & Technology

The PFH Private University of Göttingen invites you to a lecture titled “Digitalization & Technology – from Vision to Execution” on Monday, June 4th. The lecture will be given in either English or German, depending on the audience.

Prof. Hans Christian Riekhof has invited two speakers for the lecture: Heiko Reinhard from Sycor Americas Inc. (CEO & President / IT Director North America – Ottobock HealthCare) and Matthias Arnheiter, Head of Corporate Strategy at Berlin Hyp AG. Heiko Reinhard is deeply involved with the topic of digitalization, as is Matthias Arnheiter, but from the perspective of the financial industry.

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

Time:
18.00 – 19.30

Registrations for guests please by email to:

Kisters@nullpfh.de

 

Photo: www.pixabay.com