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Internet World Business reports on Location based Marketing, Instore Navigation and locandis
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.
Top Managers Provide Marketing Insights: at Fraport AG, at Google Germany and the Otto Group
And the journey continues with new exciting marketing insights from practice at the PFH Private University of Göttingen. For the summer semester 2021, Hans-Christian Riekhof, Professor of International Marketing, has once again succeeded in winning top managers from renowned companies for informative lectures at the university. The decision-makers provide informative insights into their marketing strategies – this time at the Otto Group, Fraport AG and Google Germany. Below is an overview of the dates with the respective topics.
26.04.2021
Direct-to-Consumer Marketing. More important and easier than ever! How direct consumer activation pays off for brand manufacturers.
Sebastian Grantz | Industry Manager Consumer Brands & Tech | Google Germany GmbH
LinkedIn: https://de.linkedin.com/in/sebastiangrantz
18.00-19.30 Uhr | Auditorium / BB Raum Riekhof
03.05.2021
The Transformation of the Otto Group to a Platform
Mathias Stüben | Principal Platform Business | Otto GmbH & Co KG
LinkedIn: https://de.linkedin.com/in/mathias-st%C3%BCben-3666a9101
18.00 – 19.30 Uhr | Auditorium / BB Raum Riekhof
31.05.2021
Digitalization as a Way Out of the Crisis
Claus Grunow | VP Corporate Strategy & Digitalization | Fraport AG
LinkedIn: https://de.linkedin.com/in/claus-grunow
18.00 – 19.30 Uhr | Auditorium / BB Raum Riekhof
14.06.2021
Digital transformation at global player Symrise
Heiko Reinhard | Chief Information Officer | Ottobock SE & Co. KGaA
LinkedIn: https://www.linkedin.com/in/hreinhard
18.00-19.30 Uhr | Auditorium / BB Raum Schüle
Guests are warmly welcome. Registration required, please by email to Laukamm@nullpfh.de
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
More information about the PFH Private University of Göttingen
Photo: pixabay.com
Harvard Business Manager reports on Connected Cars study
The study on Connected Car Services by Professor Hans-Christian Riekhof and Marc Scholz (2020) was picked up by the Harvard Business Manager in its March issue.
Under the headline “Connected Cars – Who gets my data?”, the business trade magazine primarily addresses the question raised in the study by the researchers of whom German drivers trust more with the use of data in connected vehicles: the automotive corporations or the tech corporations. Riekhof, Professor of International Marketing at the Private University of Göttingen and author of numerous marketing studies, and Marc Scholz revealed in the sensational study that the tech corporations are at a disadvantage here. “German drivers trust automotive corporations like Daimler (Mercedes), BMW, VW and Toyota far more than large tech corporations when it comes to the security of their data in connected cars (Connected Cars)”, the magazine quotes one of the important results of the study, which is based on a survey among specialists and executives.
Accordingly, Google, Amazon and Facebook ended up in the last places. From the authors’ point of view, this will remain the biggest obstacle to the further development of the services, the Harvard Business Manager continues to quote.
Read “Customer Insights: Connected Car Services in Germany” study (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf
Auto-Media Portal Reports on Connected Car Study
The study by the Private University of Göttingen (PFH) on the topic of “Connected Car Services in Germany” has now also prompted the online author network Auto-Media Portal.net to report on it. The portal has identified as focal points the high number of respondents, 82 percent, who see great potential in the connectivity of vehicles, as well as the still pronounced concerns regarding data security and the use of data by the companies involved in the technology, as determined by empirically collected questions.
“What happens to the data that modern vehicles collect and store on the go? The fight for this data, the ‘gold rush’ of the 21st century, is already underway,” it says. Various interest groups demanded access here because this information formed the basis for future business models. So far, however, only the car manufacturers have had access to the drivers’ data, who in turn claimed sovereignty over it.
The study was conducted by Professor Hans-Christian Riekhof and Marc Scholz for the Private University of Göttingen PFH in the spring of 2020. A total of 534 people participated.
Links on the topic:
Complete article in Auto-Media Portal.net:
https://www.unicconsult.com/wp-content/uploads/2021/01/Connected-Car-Services-Studie-in-auto-medienportal.pdf
Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf
Online Platform Springer Professional Covers Connected Car Study
The online platform Springer Professional, specialized in professional journals and books, is currently reporting on Connected-Car-Services. It also covers the Connected-Car-Services study conducted by Prof. Hans-Christian Riekhof and Marc Scholz for the Private University of Göttingen PFH in spring 2020.
The car is transforming into a connected mobility product. Car manufacturers are advancing the connectivity of their vehicles. The importance of connected vehicles will increase in the coming years. This would actually interest consumers, as surveys show, writes the editorial team. However, the willingness to pay and trust in data security are rather low.
For consumers, the decision for or against Connected-Car-Services is not only about cost-benefit aspects, but also about the security of the data, the platform quotes Marc Scholz, co-author of the PFH study and master’s graduate of the PFH. And there is a lack of trust in data security. “A good two-thirds of respondents (68 percent) expressed concerns about data security and data use.”
The survey showed that compared to leading automotive corporations and leading IT corporations, users place higher trust in the automotive corporations, says Scholz. According to the study, trust in premium manufacturers in the use of data from connectivity services is high, Apple is in 4th place ahead of other European manufacturers, Facebook and Google are far behind, Springer Professional continues.
The detailed report on Springer Professional:
https://www.springerprofessional.de/car-to-x/internet-der-dinge/nachholbedarf-bei-connected-car-services/18466064
Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf
Online Portal Industry of Things features study on Connected Car Services
The internet portal “Industry of Things” currently reports on the study “Connected Car Services in Germany”, which Prof. Hans-Christian Riekhof and Marc Scholz conducted for the PFH Private University of Göttingen. The online portal focuses on the practical use of Internet of Things, M2M and Industry 4.0 applications.
82 percent of respondents see great potential in the connectivity of vehicles, the portal quotes Dr. Hans-Christian Riekhof, Professor of International Marketing, one of the authors of the study. The results suggest that a large majority of respondents (83 percent) have a high interest in Car2Car safety communication. This refers to warnings to following vehicles about an accident, black ice or similar dangers.
However, the biggest obstacle to the further development of the services is the lack of trust in data security. A good two-thirds of respondents (68 percent) expressed concerns about data security and data use. A total of 534 people participated in the study, which answered a variety of questions, when it was created in spring 2020.
Links on the topic:
The detailed report on the Online Portal Industry of Things:
https://www.industry-of-things.de/bei-connected-cars-haben-autofahrer-bedenken-hinsichtlich-der-datensicherheit-a-965647/
Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf
Web Magazine Development & Electronics reports on Connected Car Services Study
The increasing importance of connectivity services in vehicles was recently a topic in the web magazine E&E (Development and Electronics, issue of 14.09.2020). “Whether accident and breakdown management, traffic sign recognition or the health monitoring of the driver: Connected-Car-Services are supposed to further increase the comfort and safety in the vehicle.” The subject of the topic-specific report is the study “Connected Car Services in Germany” by Prof. Hans-Christian Riekhof, which he conducted with Marc Scholz in spring 2020 for the PFH Private University of Göttingen.
“For car manufacturers, it is of very high importance to find out about the willingness to pay for Connected-Car-Services,” explains Hans-Christian Riekhof. “After all, various manufacturers have stated that their business model will change significantly in the coming years and that they no longer want to sell motor vehicles alone, but increasingly see themselves as mobility service providers.”
The study “Connected-Car-Services in Germany” was conducted from March 2 to 31, 2020 and is based on a quantitative data collection in the form of a standardized questionnaire. A total of 543 people completed the online questionnaire.
Links on the topic:
The detailed report in the web magazine E&E:
https://www.industr.com/de/fahrer-autos-datensicherheit-gefahr-2533748?utm_source=clipping&utm_campaign=2533613
Read the study “Customer Insights: Connected Car Services in Germany” (pdf):
https://www.unicconsult.com/wp-content/uploads/2020/07/PFH-Studie-Connected-Car-Services-Riekhof-Scholz-2020.pdf
