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Stationary retail faces major challenges. In the current episode of the podcast "Beyond the Knowledge", Prof. Dr. Hans-Christian Riekhof talks about the opportunities of digitization in retail and presents the results of a current expert survey on the theme of Instore Navigation.

The Digitization of Stationary Retail – Prof. Riekhof on the PFH Podcast

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In the current episode of the podcast “Beyond the Knowledge”, Prof. Dr. Hans-Christian Riekhof, CEO of the company locandis and Professor of General Business Administration at PFH Göttingen, talks about the opportunities of digitization in retail and presents the results of a current expert survey on the theme of Instore Navigation. According to Dr. Hans-Christian Riekhof, the three major challenges for trade in the coming years are:

  • to realize an experience-oriented and high-quality design of the store areas
  • to improve delivery capability and logistical processes.
  • to drive digitization also in stationary retail and to communicate with customers not only face-to-face, but also via smartphone.

In an expert survey, Prof. Riekhof examined the digitization of retail. What are the major challenges for retail and how will the marketing concepts of retail develop in the future? These and other topics are discussed in the third episode of the PFH Podcast “Beyond the Knowledge”.

You can access the entire podcast episode here and then listen to it on all common podcast channels.

More about the company locandis:
www.locandis.de

Instore Navigation offers many opportunities for a digitized customer dialogue on site for retail trade. How is the topic assessed from the perspective of the companies, by the experts? A results report on an expert survey now provides insights.

Instore Navigation: Expert Survey Results Report

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An expert survey on the topic of Instore Navigation was conducted as part of the ERDF-funded DeepNav project by the PFH Private University of Göttingen. The results are now available.

Background: 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, especially for stationary store concepts. Instore Navigation, controlled by company-specific apps on smartphones, offers a range of options to practically support customers and improve the shopping experience, such as by facilitating product search.

Among other things, it was examined what contribution Instore Navigation makes in large-scale stationary retail to establish a digital customer dialogue on site. Can this generate exciting insights for retail? What role do app-based customer cards play, with which customers can be delivered promotional information directly at the shelf via push messages? How is this topic area assessed by experts, from the perspective of the companies?

The study basically shows two things: retail is at most at the beginning of a digitization of the customer experience in the stores, but there are also very concrete considerations visible on how to integrate Instore Navigation into this digitization process.

The study was created by Prof. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH Private University of Göttingen, supported by the PFH graduates Mathieu Grüneklee and Leon Reutel.

Here you can read the results:

Further links:

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