Location Based Marketing: Impressive Live Demo in Hagebaumarkt
Personalized advertising messages on the customer’s smartphone, directly on the shelf in the store: Location Based Marketing (LBM) is one of the big trends in marketing, says Hans-Christian Riekhof, marketing professor at PFH Private University of Göttingen. The advantages are clear to Riekhof: “With Location Based Marketing, stationary retail in particular reaches its customers where they are particularly receptive to advertising. At the shelf, with the intention to buy, the customer is interested in the product and its applications. Location-based campaigns delivered to the smartphone have a very high advertising effectiveness.”
Christian Wigger, owner of several Hagebaumarkt stores in the Neumünster area, was able to convince himself of the effectiveness and reliable functioning of the innovative technology during an impressive live demonstration of a Location Based Marketing action. Stefan Brinkhoff, managing partner of locandis GmbH from Hamburg, had prepared the demo in a Hagebaumarkt in Neumünster with his team. Wigger had invited several entrepreneur colleagues from the Hagebau environment to participate in this event. The participants installed the locandis app on their smartphone. In the hardware store, personalized campaigns were then delivered to them directly at the shelf and at action placements.
Up to 80 percent of customers can be reached – but they need to be introduced to the topic
Wigger was enthusiastic and is now planning a real test phase. “It is impressive how reliably the Beacon technology works in combination with the app today and how appealing the campaigns were implemented”, Christian Wigger summarizes. “We will definitely deal with it and aim for a real test over 12 months.” The indoor navigation will follow in the second step, which will greatly simplify the product search in the hardware store.
According to locandis CEO Stefan Brinkhoff, the sales effect of LBM is almost always underestimated. “In our experience, up to 80 percent of customers can be reached.” However, customers need to be introduced to the topic and explained the benefits if they are to activate Bluetooth and give permission to send coupons and other benefits.
“Building a direct dialogue with my customers who are currently in my store with a digital customer card as an app is the future of stationary retail”, says Professor Riekhof.
Photo: pexels.com
