Archive for month: July, 2021
Hardware Store Manager Magazine picks up study “Instore Navigation in German Retail”
The digital trade journal Hardware Store Manager picks up the current study “Instore Navigation in German Retail” in an article. As part of an expert survey, Prof. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH, together with two other authors from the PFH, examined for the university what contribution digital customer cards and the associated instore navigation can make to the digitization of stationary retail, such as facilitating product search in large sales areas like hardware stores. The magazine has now published some research results.
Under the headline “Study: Retail gives away chance for additional sales at the shelf”, the magazine essentially summarizes as follows: There is still room for improvement in the exploitation of digital possibilities in stationary retail in Germany. The survey among retail managers made it clear that only just under half (46 percent) of the companies surveyed by the researchers have already used or are using digital customer cards, this is planned by 11 percent.
Most companies are primarily concerned with making the shopping experience more pleasant for customers. “Location-based marketing and couponing, customer surveys directly at the scene and similar functions that digital customer cards also offer, seem to play a secondary role from the perspective of the surveyed managers”, Riekhof is quoted.
Links:
Article in Hardware Store Manager:
https://www.baumarktmanager.de/studie-handel-verschenkt-chance-auf-zusatzumsaetze-am-regal/150/84280/
Article in Hardware Store Manager as pdf:
Study: Retail gives away chance for additional sales at the shelf
More about the study “Instore Navigation in German Retail”:
https://www.unicconsult.com/referenz/instore-navigation-im-deutschen-einzelhandel-eine-expertenbefragung/
Instore Navigation: Expert Survey Results Report
An expert survey on the topic of Instore Navigation was conducted as part of the ERDF-funded DeepNav project by the PFH Private University of Göttingen. The results are now available.
Background: In contrast to online retail, digitization in stationary retail is progressing more slowly. This raises the question of a consistent implementation of accompanying digital communication concepts with the customer on site, especially for stationary store concepts. Instore Navigation, controlled by company-specific apps on smartphones, offers a range of options to practically support customers and improve the shopping experience, such as by facilitating product search.
Among other things, it was examined what contribution Instore Navigation makes in large-scale stationary retail to establish a digital customer dialogue on site. Can this generate exciting insights for retail? What role do app-based customer cards play, with which customers can be delivered promotional information directly at the shelf via push messages? How is this topic area assessed by experts, from the perspective of the companies?
The study basically shows two things: retail is at most at the beginning of a digitization of the customer experience in the stores, but there are also very concrete considerations visible on how to integrate Instore Navigation into this digitization process.
The study was created by Prof. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH Private University of Göttingen, supported by the PFH graduates Mathieu Grüneklee and Leon Reutel.
Here you can read the results:
Further links:
Visibility as Currency
Marie-Christine Ostermann advocates in the Handelsblatt of 9.7.2021 in a guest article for more visibility of women in the (media) public: a very exciting perspective in a long-standing debate.
Visibility is in an economy of attention, as described by Georg Franck in his book of the same name, an important currency that is rarely so clearly addressed. Marie-Christine Ostermann considers the psychological dimension of the topic (who has too many self-doubts and why and shies away from too much attention, who shies away from the rough tone on some platforms), and she also names possible “costs” of high personal visibility.
And she looks at the differences in attention that women and men receive in the traditional media. But what absolutely needs to be added is the attention in social media, which women and men strive for and which their shared contributions receive. Here, other laws apply for achieving attention. No editorial team and no curator have a more or less secret agenda when it comes to likes and followers – a topic that would be very accessible to empirical research.
Links:
Guest contribution in Handelsblatt (Website):
https://www.handelsblatt.com/meinung/gastbeitraege/gastkommentar-ein-plaedoyer-fuer-die-sichtbarkeit-von-frauen/27399210.html
Guest contribution in Handelsblatt (pdf):
Women must become more visible
Photo/Screenshot: Handelsblatt
