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Christian Wigger, owner of several Hagebaumarkt stores in the Neumünster area, was able to convince himself of the effectiveness and reliable functioning of the innovative Location Based Marketing technology during an impressive live demonstration.

Location Based Marketing: Impressive Live Demo in Hagebaumarkt

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Personalized advertising messages on the customer’s smartphone, directly on the shelf in the store: Location Based Marketing (LBM) is one of the big trends in marketing, says Hans-Christian Riekhof, marketing professor at PFH Private University of Göttingen. The advantages are clear to Riekhof: “With Location Based Marketing, stationary retail in particular reaches its customers where they are particularly receptive to advertising. At the shelf, with the intention to buy, the customer is interested in the product and its applications. Location-based campaigns delivered to the smartphone have a very high advertising effectiveness.”

Christian Wigger, owner of several Hagebaumarkt stores in the Neumünster area, was able to convince himself of the effectiveness and reliable functioning of the innovative technology during an impressive live demonstration of a Location Based Marketing action. Stefan Brinkhoff, managing partner of locandis GmbH from Hamburg, had prepared the demo in a Hagebaumarkt in Neumünster with his team. Wigger had invited several entrepreneur colleagues from the Hagebau environment to participate in this event. The participants installed the locandis app on their smartphone. In the hardware store, personalized campaigns were then delivered to them directly at the shelf and at action placements.

Up to 80 percent of customers can be reached – but they need to be introduced to the topic

Wigger was enthusiastic and is now planning a real test phase. “It is impressive how reliably the Beacon technology works in combination with the app today and how appealing the campaigns were implemented”, Christian Wigger summarizes. “We will definitely deal with it and aim for a real test over 12 months.” The indoor navigation will follow in the second step, which will greatly simplify the product search in the hardware store.

According to locandis CEO Stefan Brinkhoff, the sales effect of LBM is almost always underestimated. “In our experience, up to 80 percent of customers can be reached.” However, customers need to be introduced to the topic and explained the benefits if they are to activate Bluetooth and give permission to send coupons and other benefits.

“Building a direct dialogue with my customers who are currently in my store with a digital customer card as an app is the future of stationary retail”, says Professor Riekhof.

Photo: pexels.com

Sowohl zahlreiche wissenschaftliche Studien wie auch unsere eigenen empirischen Projekte zeigen sehr eindeutig auf, dass die Relevanz (und damit Wirksamkeit) von Werbebotschaften deutlich größer ist, wenn sie im richtigen Kontext zugestellt werden - etwa digital vor Ort beim Shopping.

Pricing-Newsletter No. 20 (2019): With Strategies of Location Based Marketing to Individualized Pricing

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Sowohl zahlreiche wissenschaftliche Studien wie auch unsere eigenen empirischen Projekte zeigen sehr eindeutig auf, dass die Relevanz (und damit Wirksamkeit) von Werbebotschaften deutlich größer ist, wenn sie im richtigen Kontext zugestellt werden - etwa digital vor Ort beim Shopping.

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The GFM News reports on the app-based digital customer card from locandis. It now includes a Product Finder, which functions as an in-store search engine. This is intended to save customers the search for an employee when they cannot find a product.

GFM News: locandis turns digital customer card into an in-store search engine

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The app-based digital customer card from locandis now includes a Product Finder, which functions as an in-store search engine. This is intended to save customers the search for an employee when they cannot find a product.

Customers enter the desired product in the app and are then guided to the correct shelf via in-store navigation. The system is already being tested in a self-service department store. Stefan Brinkhoff, CTO of locandis, says: “We have found that the Product Finder significantly increases the use of the digital customer card in the store: customers need this form of orientation and support. Of course, this only works if the system is extremely precise – the location is determined to within 1 m in a 6,000 sqm market.”

locandis’ digital customer card offers high accuracy in search

The app uses sensor fusion for this: several sensors, which on their own have no predictive power, are used for location determination and navigation. “This technology is the basis for Real Time Targeted Promotions”, adds Dr. Hans-Christian Riekhof, marketing professor at PFH Göttingen. “If retailers know what customers are looking for and where they are moving in the store, targeted purchasing impulses can be set via push notifications and couponing. Logical zones can be defined in the store that have high predictive power.”

 

Link to the medium:
www.gfm-nachrichten.de

More information about locandis:
www.locandis.de

Location-based Marketing Technologies – which have potential? An interview with locandis CTO Stefan Brinkhoff:
LbM Technologies – which have potential?