Instore Navigation offers many opportunities for a digitized customer dialogue on site for retail trade. How is the topic assessed from the perspective of the companies, by the experts? A results report on an expert survey now provides insights.

Instore Navigation: Expert Survey Results Report

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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:

Marie-Christine Ostermann advocates in Handelsblatt in a guest article for more visibility of women in the (media) public: a very exciting perspective in a long-standing debate. Visibility is a currency that is rarely so clearly addressed.

Visibility as Currency

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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

7th edition 2020

Book tip No. 46 (2021): Never sick again. Healthy, strong and efficient through the power of cold

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Viele Unternehmen sehen im Ersatzteil-Geschäft eine Art Pflichtübung, offenbar nicht einer eigenen Preisstrategie wert, da es nicht ihr Kerngeschäft ist. Warum gerade auch hier eine durchdachte Preisarchitektur sehr sinnvoll sein kann, erfahren Sie in diesem Newsletter.

Pricing-Newsletter No. 49 (2021): Strategic Pricing for Spare Parts

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Viele Unternehmen sehen im Ersatzteil-Geschäft eine Art Pflichtübung, offenbar nicht einer eigenen Preisstrategie wert, da es nicht ihr Kerngeschäft ist. Warum gerade auch hier eine durchdachte Preisarchitektur sehr sinnvoll sein kann, erfahren Sie in diesem 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.

Pricing is one of the most underestimated marketing tools, much potential for sustainable value creation remains unused. How to exploit the sometimes complex pricing processes with intelligent methodology and convert them into market advantages is conveyed by pricing expert Prof. Riekhof in this practice-oriented intensive seminar.

Next Pricing Seminar on 30.09./01.10.2021

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Pricing is one of the most underestimated marketing tools. It contains a frequently neglected potential for sustainable value creation. Many companies still lack a long-term strategy to deal with the daily, sometimes complex aspects of the pricing process.

In this two-day practice-oriented intensive seminar, pricing expert Professor Dr. Hans-Christian Riekhof provides a comprehensible practical methodological framework, a “toolbox”, in which, among other things, 4 levers for increasing the pricing competence of companies are highlighted. These levers are not only explained theoretically, but are applied using practical examples from the participants’ everyday work. Participants, who can come from a wide variety of industries, are therefore recommended to bring specific pricing issues from their own work area into the seminar to work on them there.

Early registration is recommended as places are limited.

For more information, visit:
www.unicconsult.com/pricing-seminar