Instore Navigation in German Retail – An Expert Survey by PFH Göttingen 2021
Authors: Prof. Dr. Hans-Christian Riekhof, Mathieu Grüneklee, Leon Reutel, 2021
What contribution does Instore Navigation make in large-scale stationary retail to establish a digital customer dialogue on site? Can this generate exciting insights for retail? How is this topic assessed by experts, from the perspective of companies?
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 for stationary store concepts as well. Instore Navigation, controlled by company-specific apps on smartphones, offers a number of options to practically support customers and improve the shopping experience, for example by facilitating product search.
For this purpose, an expert survey was conducted as part of the EFRE-funded DeepNav project of the PFH Private University of Göttingen.
“Instore Navigation is one of the options, especially for large-scale operating forms and in shopping malls, to support customers in stationary retail on digital channels and to improve the shopping experience.”
– Prof. Dr. Hans-Christian Riekhof
Do you have further questions about our studies?
Feel free to contact us!
