Instore Navigation: Expert Survey Results Report
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: