Posts
Food Newspaper reports on Pricing Study 2023
Under the title “Pricing increases its importance”, the trade journal of the food industry extensively covers the current, now fifth edition of the empirical study of the Private University of Göttingen (PFH). After 2009, 2012, 2015 and 2018, pricing processes in business practice have been analyzed again in 2023. The study by pricing expert Professor Dr. Hans-Christian Riekhof and Lukas Breustedt shows that companies attach greater importance to strategic pricing and the topic has gained relevance compared to previous studies.
Particularly due to a series of challenges and resulting requirements, such as supply shortages and unusually high inflation rates, this development has been accelerated. However, not to the extent that the experts had expected. Given the requirements of inflation pricing, it was expected that the importance would increase much more, says Riekhof, one of the authors of the study. Only just under a quarter of all surveyed company representatives rated the relevance of strategic pricing as “very high”.
More about the study “Pricing processes in business practice 2023 – Riekhof/Breustedt”:
https://www.unicconsult.com/pricing-studie-2023-pfh-private-hochschule-goettingen-legt-neue-empirische-untersuchung-von-pricing-prozessen-in-unternehmen-vor/
Pricing Seminar on 05.10/06.10.2023 in Hamburg
Pricing is one of the most underestimated marketing tools. Therefore, the potential for sustainable value creation inherent in it often remains largely unnoticed. Many companies still lack a long-term strategy to deal with the daily, sometimes complex challenges of the pricing process.
In this two-day practical intensive seminar, pricing expert Professor Dr. Hans-Christian Riekhof clearly conveys a practical methodological framework for increasing the pricing competence of companies. Using four levers, not only is the theory conveyed, but these are also applied using practical examples from the participants’ everyday work. Therefore, participants, who can come from a wide variety of industries, are recommended to bring specific pricing issues from their own work area into the seminar to work on them there.
The seminar is aimed at executives and experts in marketing and sales who are confronted with pricing issues in everyday life and who are looking for a pragmatic way to embed price decisions in a long-term pricing strategy and thereby increase value creation.
Early registration is recommended as places are limited.
Read how previous participants rate the seminar
https://www.unicconsult.com/pricing-seminar/teilnehmerstimmen/
More information at: www.unicconsult.com/pricing-seminar
Pricing Seminar on 30.11/01.12.2023 in Hamburg
Pricing is one of the most underestimated marketing tools. Therefore, the potential for sustainable value creation inherent in it is often largely overlooked. Many companies still lack a long-term strategy to deal with the daily, sometimes complex challenges of the pricing process.
In this two-day practical intensive seminar, pricing expert Professor Dr. Hans-Christian Riekhof provides a comprehensible practical methodological framework for increasing the pricing competence of companies. Using four levers, not only is the theory taught, but these are also applied using practical examples from the participants’ everyday work. Therefore, participants from various industries are recommended to bring specific pricing issues from their own work area into the seminar to work on them there.
The seminar is aimed at executives and experts in marketing and sales who are confronted with pricing questions in everyday life and who are looking for a pragmatic way to embed price decisions in a long-term pricing strategy and thereby increase value creation.
As always, early registration is recommended as places are limited.
Read how previous participants rate the seminar
https://www.unicconsult.com/pricing-seminar/teilnehmerstimmen/
More information at:
www.unicconsult.com/pricing-seminar
Center for Ocean and Society researches innovation clusters against climate change
The Center for Ocean and Society (CeOS) as an interdisciplinary platform for research on the sea and coast investigates the question of how a certificate trade can be adapted to drive technological breakthroughs. To achieve greater technological advances, private and public efforts often need to be combined. This works particularly well in innovation clusters. Prominent examples of this are the Silicon Valley and the Boston Area.
In innovation clusters, a whole research and development infrastructure, in which publicly funded institutions such as universities and research laboratories are involved, provides ideas, methods, prototypes, qualified workers and laboratories that can be used by private companies for the commercialization of the designs. This is what the Center for Ocean and Society writes in a post on their homepage.
The research platform refers to the article “Permit markets, carbon prices and the creation of innovation clusters”, which was published in Resource and Energy Economics. In it, Marie-Catherine Riekhof from CeOS, together with Hans Gersbach from ETH Zurich, investigates how such an innovation cluster for green technologies can be promoted with emission trading systems. You can read the article here.
Further links
Article “Innovation clusters against climate change” on the website of the Center for Ocean and Society (CeOS):
https://oceanandsociety.org/de/aktuelles/innovationscluster-gegen-den-klimawandel
Article in ScienceDirect:
https://www.sciencedirect.com/science/article/pii/S0928765521000142
One-to-One Magazine Reports on Study on Instore Navigation in Retail
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
Hardware Store Manager Magazine picks up study “Instore Navigation in German Retail”
The digital trade journal Hardware Store Manager picks up the current study “Instore Navigation in German Retail” in an article. As part of an expert survey, Prof. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH, together with two other authors from the PFH, examined for the university what contribution digital customer cards and the associated instore navigation can make to the digitization of stationary retail, such as facilitating product search in large sales areas like hardware stores. The magazine has now published some research results.
Under the headline “Study: Retail gives away chance for additional sales at the shelf”, the magazine essentially summarizes as follows: There is still room for improvement in the exploitation of digital possibilities in stationary retail in Germany. The survey among retail managers made it clear that only just under half (46 percent) of the companies surveyed by the researchers have already used or are using digital customer cards, this is planned by 11 percent.
Most companies are primarily concerned with making the shopping experience more pleasant for customers. “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 surveyed managers”, Riekhof is quoted.
Links:
Article in Hardware Store Manager:
https://www.baumarktmanager.de/studie-handel-verschenkt-chance-auf-zusatzumsaetze-am-regal/150/84280/
Article in Hardware Store Manager as pdf:
Study: Retail gives away chance for additional sales at the shelf
More about the study “Instore Navigation in German Retail”:
https://www.unicconsult.com/referenz/instore-navigation-im-deutschen-einzelhandel-eine-expertenbefragung/
Next Pricing Seminar on 30.09./01.10.2021
Pricing is one of the most underestimated marketing tools. It contains a frequently neglected potential for sustainable value creation. Many companies still lack a long-term strategy to deal with the daily, sometimes complex aspects of the pricing process.
In this two-day practice-oriented intensive seminar, pricing expert Professor Dr. Hans-Christian Riekhof provides a comprehensible practical methodological framework, a “toolbox”, in which, among other things, 4 levers for increasing the pricing competence of companies are highlighted. These levers are not only explained theoretically, but are applied using practical examples from the participants’ everyday work. Participants, who can come from a wide variety of industries, are therefore recommended to bring specific pricing issues from their own work area into the seminar to work on them there.
Early registration is recommended as places are limited.
For more information, visit:
www.unicconsult.com/pricing-seminar