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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/

The content marketing magazine CP Monitor is currently reporting on the pilot project MySennheiser App, which was created in collaboration with the Hamburg company locandis. The well-known audio technology manufacturer Sennheiser wants to personalize its customer approach at the point of sale with this.

MySennheiser App: CP Monitor Magazine Reports on Pilot Project

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The content marketing magazine CP Monitor is currently reporting on the pilot project MySennheiser App, which was created in collaboration with the Hamburg company locandis. Under the motto “Customer App instead of Instore Monitors”, the well-known audio technology manufacturer Sennheiser wants to personalize its customer approach at the point of sale with this.

The magazine states: With the MySennheiser App, 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.

Under the motto “Bring your own device (BYOD)”, the app is supposed to supplement traditional channels with additional functions and maps these 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 the 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, quotes Alexander Hinte, Director Retail Channel Europe at Sennheiser. With the help of location-based marketing and the use of app clips, the customer is enabled to inform themselves directly at the shelf about Sennheiser products and receive rich content with images, videos, promotions or interactive surveys.

The Hamburg company locandis specializes in location-based marketing solutions and is currently attracting attention with an app for the Autostadt Wolfsburg and an app-based product finder for hagebaumärkte.

Further links:

Full article in CP Monitor
Sennheiser starts pilot project with customer app

More about the company locandis
www-locandis.de

More about Location-based Marketing
www.unicconsult.com/kompetenzen/location-based-marketing

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 online IT magazine "IT Zoom" currently reports on the Autostadt app by locandis. With this app for the Autostadt in Wolfsburg, visitors can navigate to their desired destination using a combined indoor and outdoor navigation.

IT Zoom reports on Autostadt App by locandis

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The online IT magazine “IT Zoom” currently reports on the Autostadt app by locandis. With this app for the Autostadt in Wolfsburg, visitors can navigate to their desired destination using a combined indoor and outdoor navigation. Based on the position data, visitors receive further precise information via push notifications with the Autostadt app.

The magazine writes: The special challenge of reliably and precisely navigating both indoors with several floors and outdoors is possible thanks to the free app “Autostadt – Mobile Experience” from the company Locandis. The application supports visitors to the Autostadt in Wolfsburg in orienting themselves on the outdoor area of the theme and adventure park and ensures a digital extension of their visit.

The Autostadt app was developed in an EU research project funded by the European Regional Development Fund (ERDF) by the software developer and the PFH Private University of Göttingen and tailored to the special requirements of the Autostadt.

More about the Autostadt app:
The complete article on the Autostadt app in IT-Zoom

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

More articles on the topic:
App “Autostadt – Mobile experience” – Experience the Autostadt in Wolfsburg digitally

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/

The newsletter from Mobilbranche.de addresses the topic of "Instore-Navigation in hardware stores". The online information channel points out the advantage in product search that the system developed by the Hamburg company locandis offers.

Mobile Industry: Newsletter Addresses Instore-Navigation in Hardware Stores

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The newsletter from Mobilbranche.de addresses the topic of “Instore Navigation in hardware stores”. In its issue on 06.09.2021, the online information channel, which informs decision-makers about important topics, developments and trends around mobile technology, reports on the advantage that the system of Instore Navigation developed by the Hamburg company locandis offers.

It says: “If you are not a regular customer in the hardware store, you probably know the difficulty of finding the product you are looking for. Not for nothing is there an information desk in almost every hardware store where you can then have the employees explain the way through the often long aisles. At Hagebau dealer Wigger in Neumünster, an app from the Hamburg locandis GmbH now helps. Here you can enter the product you are looking for and then be guided to the right place by Instore Navigation. If you need several products, the app calculates the shortest way through the store to find everything as quickly and stress-free as possible.”

Locandis GmbH specializes in solutions around location-based marketing, indoor navigation, digital customer cards and more.

Further links

Newsletter from Mobilbranche.de:
https://mobilbranche.de/2021/09/luca-app-mit-grossem-update-honor-zieht-an-xiaomi-vorbei-instore-navigation-im-baumarkt

Hardware store: Instore Navigation offers targeted finding of products:
https://www.unicconsult.com/baumarkt-instore-navigation-bietet-zielsicheres-finden-von-produkten/

Article on the homepage of the company locandis:
https://www.locandis.de/instore-navigation-mit-der-app-durch-den-baumarkt/

Recently, the PFH Private University of Göttingen published a study on Instore Navigation in retail:
“Instore Navigation in German retail” (Riekhof, Grüneklee, Reutel, 2021)

The Food Newspaper currently reports on the recently introduced system of instore navigation at Hagebau. With this technology, controlled via a smartphone app, customers can find their way around the hardware store better.

Food Newspaper Reports on Instore Navigation at Hagebau

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The Food Newspaper currently reports on the recently introduced system of instore navigation at Hagebau. With this technology, controlled via a smartphone app, customers can find their way around the hardware store better.

As reported, customers at Hagebau dealer Wigger from Neumünster can be guided through the market to the desired product by instore navigation. This is linked to offers and additional information that customers receive directly on their mobile phones at the shelf. This was realized by the company locandis from Hamburg, which specializes in technology, conception and strategies for solutions around location-based marketing, indoor navigation, digital customer cards and more.

The Food Newspaper refers in its article to the finding of experts that the technology is still waiting for its breakthrough. Thus, Prof. Hans-Christian Riekhof, Mathieu Grüneklee and Leon Reutel in 2021 conducted a study for the Private University of Göttingen (PFH) among executives in retail on the topic of instore navigation in German retail. The enormous potential of the technology for stationary retail also became clear.

Further links

Full article in the Food Newspaper (Paywall):
https://www.lebensmittelzeitung.net/tech-logistik/nachrichten/per-kunden-app-hagebau-lotst-per-instore-navigation-161283?crefresh=1

Hardware store: Instore Navigation offers targeted finding of products:
https://www.unicconsult.com/baumarkt-instore-navigation-bietet-zielsicheres-finden-von-produkten/

Article on the homepage of the company locandis:
https://www.locandis.de/instore-navigation-mit-der-app-durch-den-baumarkt/

The PFH Private University of Göttingen recently published a study on instore navigation in retail:
“Instore Navigation in German Retail” (Riekhof, Grüneklee, Reutel, 2021)

In Neumünster, you can navigate through the hardware store using an app. The instore navigation allows for accurate and quick finding of desired products. Unnecessary detours by frustrated visitors are a thing of the past.

Hardware Store: Instore Navigation Provides Accurate Product Finding

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Shopping can also be done without detours: In Neumünster, you can navigate through a hardware store using an app. This leads directly to the desired product. The so-called instore navigation is a trend that brings a multitude of advantages in the digitalization of stationary trade.

The starting signal for the project was given in July 2021, when the smartphone app “WIGGI hagebaumarkt” by C.J. Wigger KG Hagebaumarkt in Neumünster went live. In the hardware store, the visitor can expect a whole new shopping experience – one without unnecessary detours. If a customer is looking for saw blades for the jigsaw, for example, he can open his app when entering the store, enter the saw blades into the so-called Product-Finder and is then led directly to the relevant shelf by his smartphone. If the customer enters several products in the hardware store, the app calculates the shortest shopping route. Searching was yesterday, today is found – thanks to instore navigation.

The technology and idea behind it is the Hamburg company locandis.

Full article:
https://www.locandis.de/instore-navigation-mit-der-app-durch-den-baumarkt/

Recently, the PFH Private University of Göttingen published a study on instore navigation in retail:
“Instore Navigation in German Retail” (Riekhof, Grüneklee, Reutel, 2021)

The digital trends specialized magazine Internet World Business now focuses on stationary trade and its digitization. The magazine reports on topics such as Instore Navigation, Location-based Marketing and the Hamburg-based company locandis specialized in this. Locandis-CEO Hans-Christian Riekhof comments on the successful Instore-Navigation project for a hardware store.

Internet World Business reports on Location based Marketing, Instore Navigation and locandis

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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.