06-2024_Pricing-News: Black Friday and Black Week: Strategic Pricing Insights
Aggressives Pricing am Black Friday und in der Black Week: Unternehmen sollten das Zusammenspiel wichtiger Faktoren beherrschen.
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22.03.2022 │ Hamburg – Instore Navigation in Retail: Experiences with Digital Applications in Retail
On Tuesday, March 22, 2022, Professor Dr. Hans-Christian Riekhof will give a lecture on “Instore Navigation in Retail – Experiences with Digital Applications in Retail” as part of the Marketing Club Hamburg program.
Hans-Christian Riekhof is a professor of international marketing at the PFH Private University of Göttingen, managing partner of UNICconsult Strategy Development GmbH and CEO and partner of locandis GmbH – a company that specializes in location-based marketing solutions such as instore navigation.
Organizer:
Marketing Club Hamburg
The venue will be announced.
Time:
6.30 pm get together, 7 pm start – 9.30 pm end
For more information, visit
https://www.marketingclubhh.org/veranstaltungen/vorschau/481-instore-navigation-im-stationären-einzelhandel
Please register at info@nullmarketingclubhh.org
Locandis and InnoGreen Introduce Indoor Navigation Based on LED Lights
Innovation in in-store navigation: Searching for products in hardware or supermarkets can be very tedious. The ideal solution: enter the desired item into a search field on the app on your smartphone and conveniently navigate to it. The corresponding digital technology has already been impressively implemented by the company locandis and is constantly being developed. App-based digital customer cards with integrated product search and in-store navigation.
Practically free of charge for hardware stores
Until now, the technical effort for a comprehensive infrastructure of the necessary beacons was relatively high, explains Stefan Brinkhoff, CTO of locandis. With a now closed strategic partnership between locandis and InnoGreen, an innovative LED light manufacturer based in Heppenheim, significant relief is now available. Both companies have now presented a prototype in which these small Bluetooth transmitters are installed in InnoGreen’s LED lights. Some of the advantages: the additional effort for the installation of the beacons is eliminated, the power supply of the beacons is ensured via the lighting, very low maintenance effort. This means that a hardware store can be equipped for in-store navigation practically free of charge, says InnoGreen Managing Director Olaf Tieben. “In August of this year, we will present a first hardware store where the new system is installed.”
Effective: Combine in-store navigation with location-based marketing
From a business and marketing perspective, in-store navigation is attractive. Especially for retailers with complex assortments and areas from approx. 3000 sqm. locandis customer projects demonstrate the resulting additional sales with more relaxed, longer staying customers. “We expect that the locandis in-store navigation based on InnoGreen lights will pay for itself and be self-supporting from the second year onwards”, says Dr. Hans-Christian Riekhof. The CEO of locandis also points to the lucrative combination of in-store navigation with location-based marketing campaigns: “This is an important revenue driver that further improves the business balance sheet.”
Links:
Here you can learn more about the topic of Location Based Marketing
Studies on the topic:
– Location-based Marketing: The willingness to pay for push messages on the customer’s smartphone
– The use of traditional and digital customer cards in retail, system catering and tourism
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