Archive for month: February, 2022
Metaverse: Value Pricing for Digital Land?
by Hans-Christian Riekhof
The metaverse, a collective virtual space, is currently receiving a lot of media attention. Not everyone immediately understands the practical use, but the principles of the market economy apply, and prices for digital land in the metaverse are being established.
A plot of land was sold in Decentraland for almost 4 million euros (hopefully in a prime location). The question arises whether we can speak of value pricing here? After all, the number of plots in Decentraland is limited to 90,000, and scarcity is known to drive prices, at least when there is a corresponding desire.
Perhaps in the future we will need a fourth category alongside cost-based pricing, competition-based pricing and value-based pricing that expresses the speculative element.
Links:
Website Decentraland – Welcome to decentraland
https://decentraland.org/
Website Metaverse
https://mvs.org/
More on the topic of Value Pricing:
Interviews: ZF: Value-Based-Pricing is an absolute must
https://www.unicconsult.com/zf-value-based-pricing-ist-ein-absolutes-muss/
Value based Pricing instead of Cost based Pricing: Flixtrain and the track prices of Deutsche Bahn
https://www.unicconsult.com/value-based-pricing-statt-cost-based-pricing-flixtrain-und-die-trassenpreise-der-deutschen-bahn/
Digitization of Retail: Trade Magazine Reports on Solutions from locandis
On the topic of “Digitization of Retail”, the magazine Rundschau für den Lebensmittelhandel has now reported under the title “The Next Step”. The digitization of retail cannot be stopped, but it is less clear how the process must actually proceed in order to stay in the game as a retailer, and which technological upheavals will ultimately shape the shopping of the future.
In the course of the research for the article, the experts for suitable solutions around location-based marketing, indoor navigation, digital customer cards from the Hamburg company locandis were also asked for an assessment. Thus, the following is reported about co-managing director Prof. Dr. Hans-Christian Riekhof and locandis, among others.
Digitalization of Retail: Digital customer card with functions such as location-based marketing and in-store navigation
…With his company Locandis, Riekhof has now implemented a system in the Hagebaumarkt C.J.Wigger in Neumünster that could close all these gaps. “The basis is the digital customer card, which basically does the same as Amazon: it records what the buying behavior was in the past. And this card can then be connected with various functions, e.g. an in-store navigation and a location-based marketing, since I know when the customer is at which shelf.” This opens up completely new ways of marketing, because if a customer is e.g. in the confectionery department, it can be assumed that he is also interested in this product group – which makes him more receptive to tailored advertising at the scene…. “We digitize everything possible. Therefore, stationary retail should also digitally map the shopping process”, says Riekhof.
Links:
You can read/download the detailed article here as a pdf:
https://www.unicconsult.com/wp-content/uploads/2022/02/RUNDSCHAU-2202_Seiten-15-21.pdf
14.03.2022 │ Global DIY-Network – How location-based marketing at the point of sale influences consumer behavior
This workshop in the Global DIY-Network provides insights into how location-based marketing at the point of sale influences customer behavior and offers a detailed look at technical solutions that can enhance the in-store shopping experience in the DIY sector.
The speakers Stefan Brinkhoff (CTO and Managing Director of locandis GmbH), Tobias Schäfers and Ken Hughes will demonstrate how customers can organize their purchases in advance with their smartphones using a shopping list that displays product availability in real time and optimizes walking routes along the physical product locations, and offers turn-by-turn navigation. Participants can also experience how location-based marketing campaigns influence cross- and up-selling opportunities, how retailers can use location-based content to explain complex products to customers and carry out gamification campaigns that increase the duration of stay in the store, customer satisfaction and the number of return visits.
The online event in the Global DIY-Network runs from 12:00 to 13:00.
More information at:
https://diysummit.org/programme-global-diy-network-season-2/