Archive for year: 2021
Guest contribution in Food Newspaper: Instore navigation offers more than just orientation
In a guest contribution in the Food Newspaper, Prof. Hans-Christian Riekhof illuminates the topic of instore navigation in retail.
With the help of this digital technology, which allows customers to search for products and further information via their smartphone, retailers want to improve their customers’ satisfaction.
But in addition to orientation, the technologies of instore navigation offer many more possibilities, writes Riekhof. Thus, the trade also benefits from a number of advantages: in addition to positive effects on profitability with sales growth, it also learns more about what is happening on the sales floor. With regard to expectations of the use of technology from the perspective of experts in food retailing and other areas of retail, Riekhof conducted a survey among experts in retail.
Hagebaumarkt uses excellent app for instore navigation
Some key results of the (not representative) survey are presented by Riekhof in the guest contribution. He thus provides an insight into how the status of instore navigation is assessed in retail today. Finally, the expert makes a brief assessment of the extent to which – unlike in e-commerce – important aspects of digitization have arrived in traditional retail. The Hagebaumarkt in Neumünster has excellently implemented the digitization of its stationary retail business. With the recently awarded WIGGI app, developed by locandis, a company specializing in location-based marketing and instore navigation solutions, an indoor navigation is active that makes all 60,000 products of the hagebaumarkt easily findable via integrated product search. In addition, the product availability and daily price information can already be viewed at home via the app. Furthermore, the hagebaumarkt app allows a direct digital dialogue with each customer.
Hans-Christian Riekhof is, among other things, Professor of International Marketing at the PFH Private University of Göttingen and CEO and shareholder of locandis GmbH.
Further links
You can read the detailed article in the Food Newspaper here as a pdf:
https://www.unicconsult.com/wp-content/uploads/2021/12/LZ-Gastbeitrag_Studie-Instore-Navigation_1221.pdf
More about the excellent WIGGI app of the Hagebaumarkt:
https://www.unicconsult.com/hagebaumarkt-app-locandis-fuer-indoor-navigation-ausgezeichnet/
MySennheiser App: CP Monitor Magazine Reports on Pilot Project
The content marketing magazine CP Monitor is currently reporting on the pilot project MySennheiser App, which was created in collaboration with the Hamburg company locandis. Under the motto “Customer App instead of Instore Monitors”, the well-known audio technology manufacturer Sennheiser wants to personalize its customer approach at the point of sale with this.
The magazine states: With the MySennheiser App, the technically complex products from Sennheiser are to be explained and made interactively tangible. The app also enables a personalized dialogue with customers and only sends messages and offers to them when they are in front of a shelf with Sennheiser products.
Under the motto “Bring your own device (BYOD)”, the app is supposed to supplement traditional channels with additional functions and maps these on the customer’s smartphone. In a personalized dialogue with customers, messages and offers are only sent to them when they are in front of the shelf with Sennheiser products. At the same time, additional functions, such as collecting loyalty points and a function for advertising new users by existing ones, can be introduced.
The interactive dialogue channel via the customer’s smartphone is a highly relevant field, quotes Alexander Hinte, Director Retail Channel Europe at Sennheiser. With the help of location-based marketing and the use of app clips, the customer is enabled to inform themselves directly at the shelf about Sennheiser products and receive rich content with images, videos, promotions or interactive surveys.
The Hamburg company locandis specializes in location-based marketing solutions and is currently attracting attention with an app for the Autostadt Wolfsburg and an app-based product finder for hagebaumärkte.
Further links:
Full article in CP Monitor
Sennheiser starts pilot project with customer app
More about the company locandis
www-locandis.de
More about Location-based Marketing
www.unicconsult.com/kompetenzen/location-based-marketing