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07-2024_Pricing-News: Same price everywhere in LEH … the Handelsblatt and the discount lie
Kostet Nutella tatsächlich überall das Gleiche? Dass Lebensmittelpreise überall bis auf den Cent identisch sind, behauptete jedenfalls das Handelsblatt – unter Bezug einer fragwürdigen Studie.
WIGGI-App: locandis wins the German Brand Award
With the WIGGI App, the company locandis won the German Brand Award in the category “Excellence in Brand Strategy and Creation // Brand Communication – Digital Solution and Apps” on June 9, 2022. The WIGGI-App, successfully implemented for Android and iOS with the C J Wigger KG for the hagebaumarkt Neumünster 1, enables a direct digital dialogue with every customer in the hagebaumarkt. This offers many exciting opportunities to interact directly with customers via an app and gain valuable insights into customer behavior.
The WIGGI App: Location-based Marketing and digital customer card for the hagebaumarkt
In the current tension between online trade and stationary trade, it is becoming increasingly important to digitalize the shopping experience. In order to meet customer expectations and strengthen the attractiveness of stationary trade in the long term, the physical shopping experience must be digitally accompanied. The independent jury of the German Brand Award has now awarded the excellent brand leadership of the company specialized in solutions around Locationbased Marketing and Digital Customer Cards.
Link:
Complete press information
https://www.locandis.de/locandis-gewinnt-den-german-brand-award/
hagebaumarkt App: locandis Awarded for Indoor Navigation
For location-based marketing and digital customer card with the WIGGI hagebaumarkt app, the company locandis wins the Best Retail Cases Award September 2021 in the category “Retail Marketing & Services”.
The central component of the WIGGI hagebaumarkt app is indoor navigation. It allows customers to find all 60,000 products of the hagebaumarkt in Neumünster using the integrated product search. By locating customers in real time, the solution can always determine the direct path to the desired product and guides the customer with precise instructions directly to the shelf. Furthermore, product availability and daily price information can be viewed at home via the app. In addition, the WIGGI hagebaumarkt app allows a direct digital dialogue with each customer.
Customers receive information and offers directly at the shelf via the WIGGI app developed by locandis via push notification on their own smartphone. These messages are always personalized and location-based.
Location Based Services: Important information at the right place at the right time
“The core idea of location-based marketing is that people are extremely open to advertising in certain situations. Directly at the shelf, they are interested in products, backgrounds, application information. We take this into account with our project”, says Prof. Dr. Hans-Christian Riekhof, Managing Director of locandis GmbH. “The smartphone is the ideal personal communication channel: in the WIGGER hagebaumarkt I can navigate to the desired product. This is the digitization of stationary retail business. Nothing more and nothing less”, continues Riekhof.
hagebaumarkt app clear winner with the jury
With the Best Retail Cases Awards, outstanding examples from retail and gastronomy are regularly awarded, in which modern technologies and services are used to the advantage of customers and companies. A knowledgeable jury and the users – i.e. the retailers themselves – choose their favorites.
“The jury members could still remember their last visit to the hardware store, where they had to search for certain products for a long time. Therefore, they saw the WIGGI hagebaumarkt app implemented by locandis as a clear winner, as it guides users in the store directly to the desired items and even provides additional information”, is the justification of the Best Retail Cases jury.
Further links
www.baumarkt-digitalisieren.de
Studies on LocationBased Marketing:
https://www.unicconsult.com/publikationen/forschungsberichte/
One-to-One Magazine Reports on Study on Instore Navigation in Retail
The online marketing magazine One-to-One has now reported in detail on the study on instore navigation in German retail. With a view to digitization in stationary retail, the PFH Private University of Göttingen scientifically examined the role of contemporary tools such as instore navigation and digital customer cards. The diverse opportunities that arise from their use, such as generating more sales and important customer data, remain largely unused, the expert survey found.
For the purpose of researching the contribution that digital customer cards and instore navigation can make to building a digital dialogue with customers on site, facilitating their product search and gaining strategically important insights for their own business model, experts in retail were surveyed in March and April 2021. 66 people took part in the survey.
According to the survey, almost half (46 percent) of the companies surveyed have already implemented digital customer cards. Another 11 percent are planning them. Hans-Christian Riekhof, Professor of International Marketing at PFH and one of the authors of the study, concludes that most companies primarily aim to make the shopping experience more pleasant. “Location-based marketing and couponing, customer surveys directly at the scene and similar functions that digital customer cards also offer seem to play a secondary role from the perspective of the managers surveyed.”
Overall, the survey made it clear that brick-and-mortar retail has a need to catch up in terms of digitization compared to the booming online retail.
Links:
Full article in the online marketing magazine One-to-One
https://www.onetoone.de/artikel/db/869630frs.html
More about the study
“Instore Navigation in German Retail” (Riekhof, Grüneklee, Reutel, 2021)
More on the topic of location based marketing, instore navigation, digital customer cards
www.locandis.de
Internet World Business reports on Location based Marketing, Instore Navigation and locandis
The digital trends specialized magazine “Internet World Business” now focuses on stationary trade and its increasing digitization. The magazine reports on topics such as Instore Navigation, Location based Marketing and the company locandis specialized in this. locandis-CEO Hans-Christian Riekhof comments on the successful Instore-Navigation project for a hardware store.
Location based Couponing, digital customer cards, Location based Marketing
Shopping behavior has not only changed since the establishment of e-commerce. From specialized retailers to large department stores, from outlets to huge shopping malls on the green field, the industry has been in constant motion for over 200 years.
Currently, the magazine writes, the digitization of the stationary Point of Sale (POS) is the next driver of development. Especially thanks to the smartphone and its technical possibilities. This now allows a link between classic and online retail to be realized. Customers can thus be offered new and better on-site shopping experiences. In addition to Instore Navigation, Digital Shop Windows, Virtual Fitting for digital trying on of outfits, new payment processes such as Self-Checkouts at store checkouts are mentioned. Also further possibilities like additional product information via smartphone, upselling offers etc.
Hagebaumarkt – How locandis enables better orientation in the hardware store with Beacons
Technologies like Beacons and QR codes do great things. The smartphone is the game changer, the magazine states. It shows examples of already successfully implemented digital concepts in stationary retail.
Hans-Christian Riekhof was also interviewed, who as CEO co-manages the fortunes of locandis. A Hamburg-based company that specializes in such digital technologies. He gives insight into the successful Instore-Navigation project for a Hagebaumarkt. With Beacon technology, customers of the hardware store are conveniently guided to their searched products via app.
Further links
The article in the “Internet World Business” (pdf)
Website of the company locandis
More about Location-based Marketing (LbM)
The magazine
The “Internet World Business” is a monthly B2B trade magazine based in Ulm and Munich. It is aimed at readers with a connection to digital trade. The main topics are e-commerce, online marketing, webshop systems, online payment processing, logistics, social media marketing, studies and trends around the internet, internet law and reports from the internet economy.