Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff (PFH Private University of Göttingen) present the results of the empirical research project Location-based Marketing for the financial services sector of an automotive group.
As part of the research project, location-based push messages were sent to participants at over 250 locations (indoor & outdoor) using a smartphone application specifically developed for the project. One of the key findings is that the likelihood of accepting an offer significantly increases if it is possible to capture the situational context of the consumer.
The project report is now available for download: LBM Riekhof Brinkhoff 2015
