Locationinsider: Willingness to Pay for Push Notifications on the Customer’s Smartphone

If the customer is addressed with a push message from a retailer whose store is in the immediate vicinity, this is likely to significantly increase the chance of a store visit. Would retailers be willing to put money into such a location-based service? This is what Prof. Dr. Hans-Christian Riekhof from PFH in Göttingen wanted to know and started a short survey among trade managers. The results are not representative, but still informative. To anticipate the result. The trade would be ready. And at quite considerable costs. 88 percent of those surveyed would spend up to 50 cents for a digital advertising message that is sent to the target person before or in the store. A full 11 percent of trade managers would even invest more, up to a cost per thousand contacts (CPM) of 300 euros. This willingness to pay increases further if the service also allows the pre-selection of the target group, for example if the message is played out when the customer has left a certain store, or has spent a long time in front of a shop window. The CPM rises to dizzying heights if it could be proven that the customer entered the store after the message was delivered. The highest CPM of 1,300 euros would be paid by the managers if, for example, a coupon was delivered that was then also redeemed. Good prospects for all start-ups and companies working on LBS. More information at: http://locationinsider.de/zahlungsbereitschaft-fuer-push-nachrichten-auf-dem-kunden-smartphone/ Read the article as a pdf: Locationfinder on willingness to pay for push notifications on the customer’s smartphone