Results of an empirical research project: Location Based Marketing in the German retail market

Prof. Dr. Hans-Christian Riekhof and Lisa Hartenstein have published the results of the empirical research project: Location Based Marketing in the German retail market in a brochure.

The aim was to reflect the current state of development of Location Based Marketing (LBM) in the German retail market in the present study of the PFH Private University of Göttingen. The consideration is at the centre that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone – because he ultimately actively uses the smartphone in the context of shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade should also be documented. This should also contribute to advancing the search for the best possible concepts.

You can download the results here.