Title: Location-based Marketing: The Willingness to Pay for Push Notifications on Customers’ Smartphones
Author: Hans-Christian Riekhof
An online survey by Prof. Dr. Hans-Christian Riekhof, International Marketing, PFH Göttingen 2017
For the short survey among retail decision-makers, which was conducted from June 15, 2017 to June 30, 2017 by online survey of the PFH Private University of Göttingen by Prof. Dr. Hans-Christian Riekhof, a total of 115 top managers, managing directors and retail experts were invited to participate by mail. Even if the survey cannot be considered representative, it can be assumed that the results provide meaningful indications of the willingness to pay in retail for performance-based location-based marketing due to the high-caliber group of participants.
The evaluation shows, among other things, that there is a high willingness to pay in retail for push notifications on the customer’s smartphone. The trade is willing to pay. Interesting details: The willingness to pay increases when customers are preselected according to location-related criteria. And: The willingness to pay increases further when customers demonstrably enter their own store after receiving the push notification.
