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In a guest contribution in the Food Newspaper, Prof. Hans-Christian Riekhof illuminates the topic of instore navigation in retail. He had previously asked experts about the status of instore navigation in retail.

Guest contribution in Food Newspaper: Instore navigation offers more than just orientation

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In a guest contribution in the Food Newspaper, Prof. Hans-Christian Riekhof illuminates the topic of instore navigation in retail.
With the help of this digital technology, which allows customers to search for products and further information via their smartphone, retailers want to improve their customers’ satisfaction.

But in addition to orientation, the technologies of instore navigation offer many more possibilities, writes Riekhof. Thus, the trade also benefits from a number of advantages: in addition to positive effects on profitability with sales growth, it also learns more about what is happening on the sales floor. With regard to expectations of the use of technology from the perspective of experts in food retailing and other areas of retail, Riekhof conducted a survey among experts in retail.

Hagebaumarkt uses excellent app for instore navigation

Some key results of the (not representative) survey are presented by Riekhof in the guest contribution. He thus provides an insight into how the status of instore navigation is assessed in retail today. Finally, the expert makes a brief assessment of the extent to which – unlike in e-commerce – important aspects of digitization have arrived in traditional retail. The Hagebaumarkt in Neumünster has excellently implemented the digitization of its stationary retail business. With the recently awarded WIGGI app, developed by locandis, a company specializing in location-based marketing and instore navigation solutions, an indoor navigation is active that makes all 60,000 products of the hagebaumarkt easily findable via integrated product search. In addition, the product availability and daily price information can already be viewed at home via the app. Furthermore, the hagebaumarkt app allows a direct digital dialogue with each customer.

Hans-Christian Riekhof is, among other things, Professor of International Marketing at the PFH Private University of Göttingen and CEO and shareholder of locandis GmbH.

Further links

You can read the detailed article in the Food Newspaper here as a pdf:
https://www.unicconsult.com/wp-content/uploads/2021/12/LZ-Gastbeitrag_Studie-Instore-Navigation_1221.pdf

More about the excellent WIGGI app of the Hagebaumarkt:
https://www.unicconsult.com/hagebaumarkt-app-locandis-fuer-indoor-navigation-ausgezeichnet/

Regionale Einheitspreise sind in der Regel suboptimal. Zunehmend werden daher in vielen Branchen Preise systematisch nach regionalen Kriterien differenziert. In einer (noch unveröffentlichten) Studie untersuchten wir, wie das in der Praxis gehen kann. Hier verraten wir die ersten Ergebnisse, die durchaus überraschen.

Pricing-Newsletter No. 54 (2021): How does regional price differentiation work in practice?

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Regionale Einheitspreise sind in der Regel suboptimal. Zunehmend werden daher in vielen Branchen Preise systematisch nach regionalen Kriterien differenziert. In einer (noch unveröffentlichten) Studie untersuchten wir, wie das in der Praxis gehen kann. Hier verraten wir die ersten Ergebnisse, die durchaus überraschen.

Jetzt kostenlosen Zugang erhalten zu allen unseren Pricing Studien, zu unseren Pricing News und zu unseren mehr als 70 Pricing-Newslettern, mit denen Sie zum Pricing Experten werden können.

Customer app instead of in-store monitors: The company locandis has developed an app for Sennheiser, a manufacturer of high-quality audio technology, which enables personalized customer communication directly in front of the shelf with Sennheiser products. The MySennheiser app is currently being tested in a pilot project.

Sennheiser Pilot Project with Customer App

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Press Information

Hamburg, November 2, 2021.

Sennheiser Pilot Project with Customer App

Interactive dialogue and personalized approach in front of the shelf with App Clip

Customer app instead of in-store monitors: With the MySennheiser app, the audio technology manufacturer wants to personalize customer communication. The technically complex products from Sennheiser are to be explained and made interactively tangible. The app also enables a personalized dialogue with customers and only sends messages and offers to them when they are in front of a shelf with Sennheiser products.

Customers know it from online shopping: Top sellers or category-based product recommendations pop up on the start page, you receive real-time recommendations based on a search term. Quite different in stationary technology retail. Currently, manufacturers communicate with their customers here via in-store monitors, which are attached to the shelves of the products and play videos about them. “These screens run continuously and only play unpersonalized messages,” explains Prof. Dr. Hans-Christian Riekhof, Managing Director of locandis. The company has developed an app for Sennheiser, a manufacturer of high-quality audio technology, which enables personalized customer communication directly in front of the shelf with Sennheiser products. The MySennheiser app is currently being tested in a pilot project.

Interactive dialogue via smartphone “highly relevant field” for Sennheiser

Following the motto “Bring your own device (BYOD)”, the app complements traditional channels with additional functions and maps them on the customer’s smartphone. In a personalized dialogue with customers, messages and offers are only sent to them when they are in front of a shelf with Sennheiser products. At the same time, additional functions, such as collecting loyalty points and a function for advertising new users by existing ones, can be introduced.

“The interactive dialogue channel via the customer’s smartphone is a highly relevant field for Sennheiser,” says Alexander Hinte, Director Retail Channel Europe at Sennheiser. “In our pilot project, we are staging a shopping experience in stationary retail that is supported by the MySennheiser app. With the help of location-based marketing and the use of app clips, the customer is enabled to inform himself directly at the shelf about the products of Sennheiser and to receive rich content with pictures, videos, promotions or interactive surveys. This is particularly interesting for cross and up-selling as well as the use of coupons, incentives and loyalty programs”, continues Hinte.

App usage without prior download with App Clip

Delivery of content without registration in the app developed by locandis is made possible by so-called app clips. “The App Clip functionality from Apple enables customers to receive information about the Sennheiser products immediately by scanning an NFC tag or QR code in addition to the push-based delivery of information at the shelf,” explains Stefan Brinkhoff, CTO and Managing Director of locandis. Registration in the app is not necessary for this. The exciting feature of the NFC solution from a user experience perspective is the simple handling: Users only have to hold their mobile phone near the chip. The content is then automatically displayed and the customer is subtly encouraged to download the app.

“This significantly facilitates the customer’s willingness to subsequently load the app, as they were already able to use the features and benefits in a preview mode,” says Brinkhoff. This function thus enables every customer with a smartphone to use the Sennheiser app without prior download. “Conversely, this function also means that the app clips represent a complete campaigning tool, which enables the delivery of differentiated content at each individual NFC tag. And completely without downloading an app”, Brinkhoff describes the advantages of this technical solution.

Reaching customers in relevant buying situations thanks to location-based marketing

locandis enables a variety of functionalities, which can be directly mapped via the app clip. These include videos, pictures or interactive elements, which bring the Sennheiser products closer to the customer. “Specifically, customers can thus be guided directly to the suitable Sennheiser headphones through an interactive product advisor. Alternatively, customer surveys can be carried out directly via the locandis App Clip campaigning, which provide valuable insights into the purchasing behavior and preferences of the Sennheiser customers”, explains Stefan Brinkhoff. This is just a small selection of the use cases that can be implemented within the framework of the app.

www.locandis.de

The smartphone app "Autostadt - Mobile Experience" is now also a topic at "Motormobiles". The online car magazine provides insights into how versatile one can navigate in the Autostadt in Wolfsburg with this application. The app, available as a free download in the Google Play Store since August, combines analog and digital experiences thanks to dialogue and real-time information.

App “Autostadt – Mobile Experience”: digitally conquering the Autostadt in Wolfsburg

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The smartphone app “Autostadt – Mobile Experience” is now also a topic at “Motormobiles”. The online car magazine provides insights into how one can navigate in the Autostadt in Wolfsburg with this application. The app, available as a free download in the Google Play Store since August, combines analog and digital experiences thanks to dialogue and real-time information. On the site, which is as large as almost 40 football fields with 28 hectares, there are a multitude of stations. Based on the position data and using a combined indoor and outdoor navigation, visitors receive push notifications for orientation and information about stations – such as background knowledge, nearby attractions, restaurants, daily offers, prices and opening hours. A virtual tour guide invites you to explore a sustainability path specially developed for the “Autostadt – Mobile Experience” app.

Private University of Göttingen and locandis GmbH provide the know-how

“Autostadt – Mobile Experience” was created through a cooperation between Autostadt and the PFH Private University of Göttingen. The research project titled “DeepNav” has been carried out since June 2020 under the direction of Prof. Dr. Hans-Christian Riekhof with funding from the European Regional Development Fund (ERDF) for AR- and AI-based indoor navigation together with locandis GmbH at the PFH Private University of Göttingen. The Hamburg-based company locandis GmbH offers comprehensive solutions for real-time location systems, so-called Real-Time Locating Systems (RTLS), and specializes in location-based marketing and the implementation of digital customer card solutions as an app.

Further details about the app, the technical background and the team behind it can be found here:
Full article on motormobile.de

Further information about the company locandis:
www-locandis.de

For location-based marketing and digital customer card with the WIGGI hagebaumarkt app, locandis wins the Best Retail Cases Award September 2021 in the category "Retail Marketing & Services".

hagebaumarkt App: locandis Awarded for Indoor Navigation

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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

https://bestretailcases.com/

www.locandis.de

www.baumarkt-digitalisieren.de

Studies on LocationBased Marketing:
https://www.unicconsult.com/publikationen/forschungsberichte/

On Tuesday, March 22, 2022, Professor Dr. Hans-Christian Riekhof will give a lecture on "Instore Navigation in Retail – Experiences with Digital Applications in Retail" as part of the Marketing Club Hamburg program.

22.03.2022 │ Hamburg – Instore Navigation in Retail: Experiences with Digital Applications in Retail

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On Tuesday, March 22, 2022, Professor Dr. Hans-Christian Riekhof will give a lecture on “Instore Navigation in Retail – Experiences with Digital Applications in Retail” as part of the Marketing Club Hamburg program.

Hans-Christian Riekhof is a professor of international marketing at the PFH Private University of Göttingen, managing partner of UNICconsult Strategy Development GmbH and CEO and partner of locandis GmbH – a company that specializes in location-based marketing solutions such as instore navigation.

Organizer:
Marketing Club Hamburg
The venue will be announced.

Time:
6.30 pm get together, 7 pm start – 9.30 pm end

For more information, visit
https://www.marketingclubhh.org/veranstaltungen/vorschau/481-instore-navigation-im-stationären-einzelhandel

Please register at info@nullmarketingclubhh.org

The online marketing magazine One-to-One has now reported in detail on the study on instore navigation in German retail. The expert survey conducted by PFH Private University of Göttingen found that the opportunities offered by these tools are largely unused.

One-to-One Magazine Reports on Study on Instore Navigation in Retail

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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

Dublin 2021

Book Tip No. 48 (2021): Mariana Mazzucato: Mission Economy. A Moonshot Guide to Changing Capitalism.

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The trade magazine Hardware Store Manager now reports on the results of the study "Instore Navigation in German Retail" (2021, Riekhof/Grüneklee/Reutel). An expert survey among retail managers made it clear that there is still room for improvement in the exploitation of digital possibilities.

Hardware Store Manager Magazine picks up study “Instore Navigation in German Retail”

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The digital trade journal Hardware Store Manager picks up the current study “Instore Navigation in German Retail” in an article. As part of an expert survey, Prof. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH, together with two other authors from the PFH, examined for the university what contribution digital customer cards and the associated instore navigation can make to the digitization of stationary retail, such as facilitating product search in large sales areas like hardware stores. The magazine has now published some research results.

Under the headline “Study: Retail gives away chance for additional sales at the shelf”, the magazine essentially summarizes as follows: There is still room for improvement in the exploitation of digital possibilities in stationary retail in Germany. The survey among retail managers made it clear that only just under half (46 percent) of the companies surveyed by the researchers have already used or are using digital customer cards, this is planned by 11 percent.

Most companies are primarily concerned with making the shopping experience more pleasant for customers. “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 surveyed managers”, Riekhof is quoted.

Links:

Article in Hardware Store Manager:
https://www.baumarktmanager.de/studie-handel-verschenkt-chance-auf-zusatzumsaetze-am-regal/150/84280/

Article in Hardware Store Manager as pdf:
Study: Retail gives away chance for additional sales at the shelf

More about the study “Instore Navigation in German Retail”:
https://www.unicconsult.com/referenz/instore-navigation-im-deutschen-einzelhandel-eine-expertenbefragung/

Preis-Verhandlungen gelten allgemein als unbeliebt. Womöglich, weil wir mit einem falschen Grundverständnis an die Sache herangehen. Wie man in verschiedenen Preisverhandlungen zielführend agiert, sich vor unfairen Tricks schützt und wie man Preisverhandlungen erfolgreich gestaltet - dies und mehr erfahren Sie in diesem Pricing-Newsletter.

Pricing-Newsletter No. 47 (2021): Choosing the Right Strategy in Price Negotiations

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Preis-Verhandlungen gelten allgemein als unbeliebt. Womöglich, weil wir mit einem falschen Grundverständnis an die Sache herangehen. Wie man in verschiedenen Preisverhandlungen zielführend agiert, sich vor unfairen Tricks schützt und wie man Preisverhandlungen erfolgreich gestaltet - dies und mehr erfahren Sie in diesem Pricing-Newsletter.

Jetzt kostenlosen Zugang erhalten zu allen unseren Pricing Studien, zu unseren Pricing News und zu unseren mehr als 70 Pricing-Newslettern, mit denen Sie zum Pricing Experten werden können.