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
