On 08.06.2022, Björn Loose, Director Marketing MAN Truck and Bus SE will give a lecture in Göttingen on the topic "Trends in B2B Marketing using the example of MAN Truck and Bus SE".

08.06.2022 │ Göttingen – Trends in B2B Marketing using the example of MAN Truck and Bus SE

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On Wednesday, 08.06.2022, Björn Loose, Director Marketing MAN Truck and Bus SE will give a lecture on the topic “Trends in B2B Marketing using the example of MAN Truck and Bus SE”. The target audience includes both alumni of PFH Private University of Göttingen and external interested visitors. The event starts at 6:00 PM.

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

Registration for alumni of PFH and external guests please by mail to riekhof@nullpfh.de.

Further information about MAN Truck and Bus SE:
https://www.mantruckandbus.com/de/man.html

Welchen Stellenwert hat der systematische Aufbau von Pricing-Kompetenz in der Management-Entwicklung? In diesem Newsletter wollen wir einmal die Motivationslage von Mitarbeitern erkunden, an einem Pricing-Seminar teilzunehmen.

Pricing-Newsletter No. 51 (2021): Why Employees Participate in Pricing Seminars

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Welchen Stellenwert hat der systematische Aufbau von Pricing-Kompetenz in der Management-Entwicklung? In diesem Newsletter wollen wir einmal die Motivationslage von Mitarbeitern erkunden, an einem Pricing-Seminar teilzunehmen.

Jetzt kostenlosen Zugang erhalten zu allen unseren Pricing Studien, zu unseren Pricing News und zu unseren mehr als 70 Pricing-Newslettern, mit denen Sie zum Pricing Experten werden können.

In Neumünster, you can navigate through the hardware store using an app. The instore navigation allows for accurate and quick finding of desired products. Unnecessary detours by frustrated visitors are a thing of the past.

Hardware Store: Instore Navigation Provides Accurate Product Finding

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Shopping can also be done without detours: In Neumünster, you can navigate through a hardware store using an app. This leads directly to the desired product. The so-called instore navigation is a trend that brings a multitude of advantages in the digitalization of stationary trade.

The starting signal for the project was given in July 2021, when the smartphone app “WIGGI hagebaumarkt” by C.J. Wigger KG Hagebaumarkt in Neumünster went live. In the hardware store, the visitor can expect a whole new shopping experience – one without unnecessary detours. If a customer is looking for saw blades for the jigsaw, for example, he can open his app when entering the store, enter the saw blades into the so-called Product-Finder and is then led directly to the relevant shelf by his smartphone. If the customer enters several products in the hardware store, the app calculates the shortest shopping route. Searching was yesterday, today is found – thanks to instore navigation.

The technology and idea behind it is the Hamburg company locandis.

Full article:
https://www.locandis.de/instore-navigation-mit-der-app-durch-den-baumarkt/

Recently, the PFH Private University of Göttingen published a study on instore navigation in retail:
“Instore Navigation in German Retail” (Riekhof, Grüneklee, Reutel, 2021)

Eines der einfach und pragmatisch anzuwendenden Instrumente im Pricing Research ist der van Westendorp-Ansatz. Damit lassen sich sehr konkrete Preis-Punkte errechnen. Doch wie brauchbar und valide sind die Ergebnisse? Darum geht es in diesem Pricing-Newsletter.

Pricing-Newsletter No. 50 (2021): Pricing Research: What does the van Westendorp Method bring?

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Eines der einfach und pragmatisch anzuwendenden Instrumente im Pricing Research ist der van Westendorp-Ansatz. Damit lassen sich sehr konkrete Preis-Punkte errechnen. Doch wie brauchbar und valide sind die Ergebnisse? Darum geht es in diesem Pricing-Newsletter.

Jetzt kostenlosen Zugang erhalten zu allen unseren Pricing Studien, zu unseren Pricing News und zu unseren mehr als 70 Pricing-Newslettern, mit denen Sie zum Pricing Experten werden können.

The online marketing magazine One-to-One has now reported in detail on the study on instore navigation in German retail. The expert survey conducted by PFH Private University of Göttingen found that the opportunities offered by these tools are largely unused.

One-to-One Magazine Reports on Study on Instore Navigation in Retail

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The online marketing magazine One-to-One has now reported in detail on the study on instore navigation in German retail. With a view to digitization in stationary retail, the PFH Private University of Göttingen scientifically examined the role of contemporary tools such as instore navigation and digital customer cards. The diverse opportunities that arise from their use, such as generating more sales and important customer data, remain largely unused, the expert survey found.

For the purpose of researching the contribution that digital customer cards and instore navigation can make to building a digital dialogue with customers on site, facilitating their product search and gaining strategically important insights for their own business model, experts in retail were surveyed in March and April 2021. 66 people took part in the survey.

According to the survey, almost half (46 percent) of the companies surveyed have already implemented digital customer cards. Another 11 percent are planning them. Hans-Christian Riekhof, Professor of International Marketing at PFH and one of the authors of the study, concludes that most companies primarily aim to make the shopping experience more pleasant. “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 managers surveyed.”

Overall, the survey made it clear that brick-and-mortar retail has a need to catch up in terms of digitization compared to the booming online retail.

Links:

Full article in the online marketing magazine One-to-One
https://www.onetoone.de/artikel/db/869630frs.html

More about the study
“Instore Navigation in German Retail” (Riekhof, Grüneklee, Reutel, 2021)

More on the topic of location based marketing, instore navigation, digital customer cards
www.locandis.de

Dublin 2021

Book Tip No. 48 (2021): Mariana Mazzucato: Mission Economy. A Moonshot Guide to Changing Capitalism.

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The trade magazine Hardware Store Manager now reports on the results of the study "Instore Navigation in German Retail" (2021, Riekhof/Grüneklee/Reutel). An expert survey among retail managers made it clear that there is still room for improvement in the exploitation of digital possibilities.

Hardware Store Manager Magazine picks up study “Instore Navigation in German Retail”

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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/