Archive for year: 2021
Sennheiser Pilot Project with Customer App
Press Information
Hamburg, November 2, 2021.
Sennheiser Pilot Project with Customer App
Interactive dialogue and personalized approach in front of the shelf with App Clip
Customer app instead of in-store monitors: With the MySennheiser app, the audio technology manufacturer wants to personalize customer communication. 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.
Customers know it from online shopping: Top sellers or category-based product recommendations pop up on the start page, you receive real-time recommendations based on a search term. Quite different in stationary technology retail. Currently, manufacturers communicate with their customers here via in-store monitors, which are attached to the shelves of the products and play videos about them. “These screens run continuously and only play unpersonalized messages,” explains Prof. Dr. Hans-Christian Riekhof, Managing Director of locandis. The company has developed an app for Sennheiser, a manufacturer of high-quality audio technology, which enables personalized customer communication directly in front of the shelf with Sennheiser products. The MySennheiser app is currently being tested in a pilot project.
Interactive dialogue via smartphone “highly relevant field” for Sennheiser
Following the motto “Bring your own device (BYOD)”, the app complements traditional channels with additional functions and maps them 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 a 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 for Sennheiser,” says Alexander Hinte, Director Retail Channel Europe at Sennheiser. “In our pilot project, we are staging a shopping experience in stationary retail that is supported by the MySennheiser app. With the help of location-based marketing and the use of app clips, the customer is enabled to inform himself directly at the shelf about the products of Sennheiser and to receive rich content with pictures, videos, promotions or interactive surveys. This is particularly interesting for cross and up-selling as well as the use of coupons, incentives and loyalty programs”, continues Hinte.
App usage without prior download with App Clip
Delivery of content without registration in the app developed by locandis is made possible by so-called app clips. “The App Clip functionality from Apple enables customers to receive information about the Sennheiser products immediately by scanning an NFC tag or QR code in addition to the push-based delivery of information at the shelf,” explains Stefan Brinkhoff, CTO and Managing Director of locandis. Registration in the app is not necessary for this. The exciting feature of the NFC solution from a user experience perspective is the simple handling: Users only have to hold their mobile phone near the chip. The content is then automatically displayed and the customer is subtly encouraged to download the app.
“This significantly facilitates the customer’s willingness to subsequently load the app, as they were already able to use the features and benefits in a preview mode,” says Brinkhoff. This function thus enables every customer with a smartphone to use the Sennheiser app without prior download. “Conversely, this function also means that the app clips represent a complete campaigning tool, which enables the delivery of differentiated content at each individual NFC tag. And completely without downloading an app”, Brinkhoff describes the advantages of this technical solution.
Reaching customers in relevant buying situations thanks to location-based marketing
locandis enables a variety of functionalities, which can be directly mapped via the app clip. These include videos, pictures or interactive elements, which bring the Sennheiser products closer to the customer. “Specifically, customers can thus be guided directly to the suitable Sennheiser headphones through an interactive product advisor. Alternatively, customer surveys can be carried out directly via the locandis App Clip campaigning, which provide valuable insights into the purchasing behavior and preferences of the Sennheiser customers”, explains Stefan Brinkhoff. This is just a small selection of the use cases that can be implemented within the framework of the app.
25.10.2021│Göttingen – 23 Years of Corporate Brand Bugatti – A Company Changing with Time
On October 25, 2021, visitors to the PFH Private University of Göttingen can expect an exciting lecture. At the invitation of Prof. Hans-Christian Riekhof, Dipl.Ing Frank Götzke, Head of Special Projects and New Technologies at Bugatti, will provide an insight into “23 Years of Corporate Brand Bugatti – A Company Changing with Time”. He may also present a vehicle for viewing. Questions from the audience will of course also be answered in English.
Alumni of the PFH and guests are warmly welcome. Registration by email to Breustedt@nullpfh.de is required.
Address:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
IT Zoom reports on Autostadt App by locandis
The online IT magazine “IT Zoom” currently reports on the Autostadt app by locandis. With this app for the Autostadt in Wolfsburg, visitors can navigate to their desired destination using a combined indoor and outdoor navigation. Based on the position data, visitors receive further precise information via push notifications with the Autostadt app.
The magazine writes: The special challenge of reliably and precisely navigating both indoors with several floors and outdoors is possible thanks to the free app “Autostadt – Mobile Experience” from the company Locandis. The application supports visitors to the Autostadt in Wolfsburg in orienting themselves on the outdoor area of the theme and adventure park and ensures a digital extension of their visit.
The Autostadt app was developed in an EU research project funded by the European Regional Development Fund (ERDF) by the software developer and the PFH Private University of Göttingen and tailored to the special requirements of the Autostadt.
More about the Autostadt app:
The complete article on the Autostadt app in IT-Zoom
More information about the company locandis:
www-locandis.de
More articles on the topic:
App “Autostadt – Mobile experience” – Experience the Autostadt in Wolfsburg digitally
App “Autostadt – Mobile Experience”: digitally conquering the Autostadt in Wolfsburg
The smartphone app “Autostadt – Mobile Experience” is now also a topic at “Motormobiles”. The online car magazine provides insights into how one can navigate in the Autostadt in Wolfsburg with this application. The app, available as a free download in the Google Play Store since August, combines analog and digital experiences thanks to dialogue and real-time information. On the site, which is as large as almost 40 football fields with 28 hectares, there are a multitude of stations. Based on the position data and using a combined indoor and outdoor navigation, visitors receive push notifications for orientation and information about stations – such as background knowledge, nearby attractions, restaurants, daily offers, prices and opening hours. A virtual tour guide invites you to explore a sustainability path specially developed for the “Autostadt – Mobile Experience” app.
Private University of Göttingen and locandis GmbH provide the know-how
“Autostadt – Mobile Experience” was created through a cooperation between Autostadt and the PFH Private University of Göttingen. The research project titled “DeepNav” has been carried out since June 2020 under the direction of Prof. Dr. Hans-Christian Riekhof with funding from the European Regional Development Fund (ERDF) for AR- and AI-based indoor navigation together with locandis GmbH at the PFH Private University of Göttingen. The Hamburg-based company locandis GmbH offers comprehensive solutions for real-time location systems, so-called Real-Time Locating Systems (RTLS), and specializes in location-based marketing and the implementation of digital customer card solutions as an app.
Further details about the app, the technical background and the team behind it can be found here:
Full article on motormobile.de
Further information about the company locandis:
www-locandis.de
08.11.2021│Göttingen – Audi or Marpinion? – Career Alternatives to International Corporations
On 08.11.2021 from 18:00 – 19:30, PFH alumnus Joscha Sielemann, now CEO of Marpinion, will give a marketing lecture. Topic: Audi or Marpinion? Why there are interesting career alternatives to international corporations.
All semesters of the PFH Private University of Göttingen are invited, for the marketing majors MS and BS it is a compulsory event.
Guests are warmly welcome, registrations are requested at riekhof@nullpfh.de.
Address;
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
hagebaumarkt App: locandis Awarded for Indoor Navigation
For location-based marketing and digital customer card with the WIGGI hagebaumarkt app, the company locandis wins the Best Retail Cases Award September 2021 in the category “Retail Marketing & Services”.
The central component of the WIGGI hagebaumarkt app is indoor navigation. It allows customers to find all 60,000 products of the hagebaumarkt in Neumünster using the integrated product search. By locating customers in real time, the solution can always determine the direct path to the desired product and guides the customer with precise instructions directly to the shelf. Furthermore, product availability and daily price information can be viewed at home via the app. In addition, the WIGGI hagebaumarkt app allows a direct digital dialogue with each customer.
Customers receive information and offers directly at the shelf via the WIGGI app developed by locandis via push notification on their own smartphone. These messages are always personalized and location-based.
Location Based Services: Important information at the right place at the right time
“The core idea of location-based marketing is that people are extremely open to advertising in certain situations. Directly at the shelf, they are interested in products, backgrounds, application information. We take this into account with our project”, says Prof. Dr. Hans-Christian Riekhof, Managing Director of locandis GmbH. “The smartphone is the ideal personal communication channel: in the WIGGER hagebaumarkt I can navigate to the desired product. This is the digitization of stationary retail business. Nothing more and nothing less”, continues Riekhof.
hagebaumarkt app clear winner with the jury
With the Best Retail Cases Awards, outstanding examples from retail and gastronomy are regularly awarded, in which modern technologies and services are used to the advantage of customers and companies. A knowledgeable jury and the users – i.e. the retailers themselves – choose their favorites.
“The jury members could still remember their last visit to the hardware store, where they had to search for certain products for a long time. Therefore, they saw the WIGGI hagebaumarkt app implemented by locandis as a clear winner, as it guides users in the store directly to the desired items and even provides additional information”, is the justification of the Best Retail Cases jury.
Further links
www.baumarkt-digitalisieren.de
Studies on LocationBased Marketing:
https://www.unicconsult.com/publikationen/forschungsberichte/