Christian Wigger, owner of several Hagebaumarkt stores in the Neumünster area, was able to convince himself of the effectiveness and reliable functioning of the innovative Location Based Marketing technology during an impressive live demonstration.

Location Based Marketing: Impressive Live Demo in Hagebaumarkt

/in /by

Personalized advertising messages on the customer’s smartphone, directly on the shelf in the store: Location Based Marketing (LBM) is one of the big trends in marketing, says Hans-Christian Riekhof, marketing professor at PFH Private University of Göttingen. The advantages are clear to Riekhof: “With Location Based Marketing, stationary retail in particular reaches its customers where they are particularly receptive to advertising. At the shelf, with the intention to buy, the customer is interested in the product and its applications. Location-based campaigns delivered to the smartphone have a very high advertising effectiveness.”

Christian Wigger, owner of several Hagebaumarkt stores in the Neumünster area, was able to convince himself of the effectiveness and reliable functioning of the innovative technology during an impressive live demonstration of a Location Based Marketing action. Stefan Brinkhoff, managing partner of locandis GmbH from Hamburg, had prepared the demo in a Hagebaumarkt in Neumünster with his team. Wigger had invited several entrepreneur colleagues from the Hagebau environment to participate in this event. The participants installed the locandis app on their smartphone. In the hardware store, personalized campaigns were then delivered to them directly at the shelf and at action placements.

Up to 80 percent of customers can be reached – but they need to be introduced to the topic

Wigger was enthusiastic and is now planning a real test phase. “It is impressive how reliably the Beacon technology works in combination with the app today and how appealing the campaigns were implemented”, Christian Wigger summarizes. “We will definitely deal with it and aim for a real test over 12 months.” The indoor navigation will follow in the second step, which will greatly simplify the product search in the hardware store.

According to locandis CEO Stefan Brinkhoff, the sales effect of LBM is almost always underestimated. “In our experience, up to 80 percent of customers can be reached.” However, customers need to be introduced to the topic and explained the benefits if they are to activate Bluetooth and give permission to send coupons and other benefits.

“Building a direct dialogue with my customers who are currently in my store with a digital customer card as an app is the future of stationary retail”, says Professor Riekhof.

Photo: pexels.com

A video preview has now also been released for the 7th Göttingen Marketing Day, which is about the topic "Marketing in times of digital upheaval".

Preview for the 7th Göttingen Marketing Day

/in /by

A video preview has now also been released for the 7th Göttingen Marketing Day. Here is the Video teaser on Youtube.

This year’s theme: Marketing in times of digital upheaval. For the event, the PFH Private University of Göttingen and initiator Dr. Hans-Christian Riekhof, Professor of International Marketing, have again invited high-profile companies with exciting lectures. The spectrum ranges from medium-sized companies to global players.

In addition to the international fashion companies Hugo Boss and ABOUT YOU as well as the medium-sized companies Einbecker Brauhaus AG and Hörgeräte KIND, the exclusive luxury brand Bugatti also offers an exciting lecture. Also: MAN as a B2B corporation and the top communication agency Jung von Matt with their example of the Berliner Verkehrsbetriebe as a regional B2C service provider.

Further information and the program overview

 

Lidl is currently testing digital customer cards, with which coupons can be delivered directly to the mobile phone. The project, which initially runs in the pilot region of Berlin and Brandenburg, raises questions in its orientation.

Pricing at Lidl: Discount store attracts with app as digital customer card

/in /by

Lidl is currently testing digital customer cards, with which coupons can be delivered directly to the mobile phone. In Berlin and Brandenburg, customers can use the new customer loyalty app “Lidl Plus”. With this, they receive special offers and features such as discount coupons, digital receipts or the flyer ready for every purchase. It is noteworthy that the coupons are not delivered location-based, says pricing expert Hans-Christian Riekhof.

Lidl Digital Customer Card

The free app, available from the Apple and Google app stores, serves as a digital customer card. Lidl has come up with a number of “exclusive benefits” for users. For example, a 5-euro welcome coupon, new digital discount coupons for selected products and savings benefits with the so-called “Lidl Plus crackers”. Also scratch cards with further coupons and price advantages with partners, e.g. at Lidl-Photos, Lidl-Travels, FlixBus and regional, activate providers in the app.

In return, the discount giant receives valuable customer data. Lidl can thus compensate for the major disadvantage of stationary compared to online trading, where it is common to collect and evaluate customer data. Based on customer profiles created from this, the app can then make offers to the customer that Lidl assumes the customer needs at this time.

With the customer data, Lidl sends suitable offers to the app users

According to Lidl, customers do not see different prices based on their data. However, there is indeed a price difference in favor of the app users – compared to customers who do not use the app.

With the digital customer cards, Lidl is faster than e.g. Aldi, the main rival, says Hans Christian Riekhof. The pricing expert finds it interesting that the app is advertised on various local channels – here the example Out Of Home. Even more noteworthy is that the coupons are not delivered location-based. “You could also deliver the push notifications in front of the store, in the store and maybe even directly on the shelf. This would significantly increase the relevance – measured by opening and redemption rates – according to our project experience. Maybe this will come in the second expansion stage”, says Riekhof.

Which campaigns promise particular success can be read in the News from locandis.

By the way, the project of the digital customer card, which is currently running in around 250 Lidl markets in the pilot area Berlin and Brandenburg, is planned to be extended to all of Germany during the year 2020.

Note:
Also read our empirical Study on Digital Customer Cards in retail, system catering and tourism (Riekhof/Brinkhoff 2018).

Further links:

Lidl:
https://unternehmen.lidl.de/pressreleases/190612_lidl-plus

Advertising and Selling:
https://www.wuv.de/marketing/lidl_bringt_digitale_kundenkarte_als_app


Photo at the top: Lidl Germany
Photo: UNICconsult Strategy Development GmbH

The company KIND Hearing Aids operates in two very different business fields with hearing acoustics and optometry. This presents a challenge in terms of the digitalization of marketing. An interview in advance of the 7th Göttingen Marketing Day.

How KIND Hearing Aids Masters the Balance Between Analog and Digital

/in /by
Alexander Kind Hearing Aids
Masters the digitalization of marketing with a portfolio of analog and fully digital high-tech products: Dr. Alexander Kind, Managing Director of KIND Hearing Aids GmbH & Co. KG

Under the motto “Marketing in times of digital awakening”, the PFH Private University of Göttingen invites you to the Göttingen Marketing Day on November 8. In advance, Prof. Dr. Hans-Christian Riekhof interviewed some of the speakers. Today, Dr. Alexander Kind, Managing Director of KIND Hearing Aids GmbH & Co. KG, presents the challenges and opportunities of digitalization in hearing acoustics and optometry – with a portfolio of analog and fully digital high-tech products.

Read more