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03-2024_Pricing-News: How You Can Use Customer Cards for Personalized Pricing
Auch wenn die Nutzungsquoten zurückgehen: so schnell sollte man sich von der Idee der Kundenkarte nicht verabschieden. Richtig eingesetzt, kann sie ein Instrument des personalisierten und zudem location-getriebenen Pricing werden.
Hardware Store Manager Reports on locandis’ Digital Signage Solution
The online portal for the hardware store industry writes that with the app-based digital customer card from locandis, customers of the Hagebaumarkt Stammelbach in Hildesheim can receive not only offers but also further product information, details on the availability of goods and prices. This allows them to plan their shopping from home. Since the beginning of May this year, real-time communication with its customers has been made possible thanks to the digital signage solution and a digital customer card from locandis.
Digital Signage Monitors can display individually tailored campaigns
This new development enables communication with customers on the sales floor during the shopping process. On the digital signage monitors, customers are presented with product information, pictorial advertising material, information on events or short videos. If a customer with a digital customer card from Hagebaumarkt is in front of the screen, a campaign can be displayed for this customer that matches his interests, previous searches in the product search or previous purchases.
Digital Signage Solution: Campaigns can be conveniently prepared via the web frontend from locandis
The online magazine also addresses the question of how the campaigns are actually prepared in terms of content. According to the manufacturer, Hagebaumarkt employees can independently create the campaigns with a few clicks via the web frontend from Locandis and display them in real time on the desired screens. Regardless of how many screens have been mounted on the sales floor.
Links
Full article
https://www.baumarktmanager.de/digital-signage-loesung-fuer-hagebaumarkt-stammelbach-10062022
More about the company locandis
www.locandis.de
Invidis features locandis’ Digital Signage Solution
Locandis implemented a multichannel solution for a Hagebaumarkt, which realizes the use of displays with a digital customer card. The magazine Invidis has now reported on this.
Since the beginning of May 2022, the Hagebaumarkt Stammelbach in Hildesheim has been communicating in real time with its customers using the digital signage solution and a digital customer card from locandis, the magazine writes. Product information, pictorial advertising material, information about events or short videos are presented on the digital signage screens.
The digital signage solution from locandis, which was developed in combination with a digital customer card as an app for the Hagebaumarkt Hildesheim, enables communication with customers on the sales floor during the shopping process. “Latent customer needs are awakened and conscious needs are intensified”, Hans-Christian Riekhof, one of the locandis managing directors, is quoted.
Link
Full article in Invidis
https://invidis.de/2022/06/kundenkommunikation-intelligentes-digital-signage-im-baumarkt/
More about the company locandis:
www.locandis.de
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/
Locandis develops intelligent Digital Signage solution for Hagebaumarkt Hildesheim
Product information at the right moment in the right place: The Hagebaumarkt Stammelbach in Hildesheim has been communicating in real time with its customers since the beginning of May 2022 using the Digital Signage solution and a digital customer card from locandis. On the Digital Signage monitors, customers are presented with product information, pictorial advertising material, information about events or short videos.
“Internet trading has set new standards in terms of customer centricity. Anyone who shops on the well-known platforms quickly finds what they are looking for and also receives individualized offers. This is the benchmark for brick-and-mortar retail, especially when the range is large”, explains locandis Managing Director Prof. Dr. Hans-Christian Riekhof. The Digital Signage solution from locandis, which was developed in combination with a digital customer card as an app for the Hagebaumarkt Hildesheim, enables communication with customers on the sales floor during the shopping process.
“The use of such technology in combination with the digital customer card can close the evaluation gap to online trading”, explains Dr. Stefan Brinkhoff, CTO and Managing Director of locandis. “Based on the data obtained, the deployment of staff and the implementation of events and promotions in the market can be planned more precisely. All GDPR requirements are met when collecting the data.”
Complete press release
https://www.locandis.de/locandis-entwickelt-intelligente-digital-signage-loesung-fuer-hagebaumarkt-hildesheim/
Walsrode App: City relies on Multi-Retailer App
Press Information
Hamburg, April 13, 2022.
New Dimension in City Marketing: Walsrode App displays retail offers location-based on smartphones
One for all, all for one: With the “Walsrode App” for the city of Walsrode, visitors and residents will soon receive individual offers from local retailers as well as information about events and attractions directly on their smartphone. The Multi-Retailer App bundles information, services and coupons from participating retailers based on location and directly at the user’s location. The implementation of the app was initiated by Gronemedia, the publisher of the Walsroder Zeitung, and the city of Walsrode. On March 31, the “Walsrode App” was launched – and is now intended to build a bridge to stationary retail.
The user parks in downtown Walsrode – and is informed that her trusted hairdresser still has appointments available. The cinema visit is already planned – and just before entering, the user’s smartphone reports: “Today two tickets for the price of one.”
These are just two of countless examples of how analogue and digital experiences merge in the “Walsrode App”. Based on position data, visitors and residents receive push notifications about offers from participating retailers as well as information about events, retailers and shops, and restaurants in their vicinity.
For a shopping experience on site with added value
Many different shops and restaurants, a wide range of goods: This is what makes city centers attractive for strolling. But the share of e-commerce is growing and making it increasingly difficult to meet customer needs in stationary retail.
One answer, also for city marketing, are digital solutions like the Multi-Retailer App from locandis. It guides visitors via smartphone to attractions and offers and can be used for playful exploration of the city center in addition to delivering coupons, messages and invitations to city festivals, for example.
The daily information and offers are maintained by the editorial staff of the Walsroder Zeitung via a separate web frontend and sent out regularly via the app. In addition, users have access to background information, opening hours and price information. “With the “Walsrode App” we create a completely new shopping experience. The app builds a bridge between the smartphone and local retail,” says initiator and Gronemedia managing director Clemens Röhrbein.
Location Based Services: Online and offline merged
“The location- or target group-specific information of this new city marketing tool reaches visitors and residents exactly where they are,” says Prof. Dr. Hans-Christian Riekhof. Since 2018, the locandis managing directors and founders Prof. Dr. Hans-Christian Riekhof and Stefan Brinkhoff have been active in the fields of real-time location systems, so-called Real-Time Location Systems (RTLS), and Location-Based Services. Their idea: to enable visitors to access relevant information based on location and personal preferences. The users of the app could receive the messages either via a GPS connection in the city center, via Bluetooth using the locandis locators in the shops, or directly without the influence of the location.
Interested parties can download the app for free in the Google Play Store and in the App Store. It strictly adheres to data protection regulations and a multi-level opt-in procedure protects user data from data misuse during registration in the app. But even without providing personal data, the “Walsrode App” can be used. “Users then have access to offers and deals that are released for unregistered users. With a registration, however, they secure unrestricted access to all exclusive offers,” explains Stefan Brinkhoff.
Strengthening local trade
“Our goal is for the app to develop into a joint digital customer card from Walsroders for Walsroders,” says Clemens Röhrbein. For him, the advantages of this solution are clear. “Especially for smaller retailers, the app is a good opportunity to join a kind of cashback system, which due to high costs, such as with Payback, is otherwise only interesting for large companies.” In addition, the “Walsrode App” is intended to support stationary retail: “We don’t want a discount slingshot, but a small trigger in the moment of truth that brings about the transaction, the purchase.”
The Digitization of Stationary Retail – Prof. Riekhof on the PFH Podcast
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
Digitization of Retail: Trade Magazine Reports on Solutions from locandis
On the topic of “Digitization of Retail”, the magazine Rundschau für den Lebensmittelhandel has now reported under the title “The Next Step”. The digitization of retail cannot be stopped, but it is less clear how the process must actually proceed in order to stay in the game as a retailer, and which technological upheavals will ultimately shape the shopping of the future.
In the course of the research for the article, the experts for suitable solutions around location-based marketing, indoor navigation, digital customer cards from the Hamburg company locandis were also asked for an assessment. Thus, the following is reported about co-managing director Prof. Dr. Hans-Christian Riekhof and locandis, among others.
Digitalization of Retail: Digital customer card with functions such as location-based marketing and in-store navigation
…With his company Locandis, Riekhof has now implemented a system in the Hagebaumarkt C.J.Wigger in Neumünster that could close all these gaps. “The basis is the digital customer card, which basically does the same as Amazon: it records what the buying behavior was in the past. And this card can then be connected with various functions, e.g. an in-store navigation and a location-based marketing, since I know when the customer is at which shelf.” This opens up completely new ways of marketing, because if a customer is e.g. in the confectionery department, it can be assumed that he is also interested in this product group – which makes him more receptive to tailored advertising at the scene…. “We digitize everything possible. Therefore, stationary retail should also digitally map the shopping process”, says Riekhof.
Links:
You can read/download the detailed article here as a pdf:
https://www.unicconsult.com/wp-content/uploads/2022/02/RUNDSCHAU-2202_Seiten-15-21.pdf
14.03.2022 │ Global DIY-Network – How location-based marketing at the point of sale influences consumer behavior
This workshop in the Global DIY-Network provides insights into how location-based marketing at the point of sale influences customer behavior and offers a detailed look at technical solutions that can enhance the in-store shopping experience in the DIY sector.
The speakers Stefan Brinkhoff (CTO and Managing Director of locandis GmbH), Tobias Schäfers and Ken Hughes will demonstrate how customers can organize their purchases in advance with their smartphones using a shopping list that displays product availability in real time and optimizes walking routes along the physical product locations, and offers turn-by-turn navigation. Participants can also experience how location-based marketing campaigns influence cross- and up-selling opportunities, how retailers can use location-based content to explain complex products to customers and carry out gamification campaigns that increase the duration of stay in the store, customer satisfaction and the number of return visits.
The online event in the Global DIY-Network runs from 12:00 to 13:00.
More information at:
https://diysummit.org/programme-global-diy-network-season-2/