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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14.03.2022 │ Global DIY-Network – How location-based marketing at the point of sale influences consumer behavior
This workshop in the Global DIY-Network provides insights into how location-based marketing at the point of sale influences customer behavior and offers a detailed look at technical solutions that can enhance the in-store shopping experience in the DIY sector.
The speakers Stefan Brinkhoff (CTO and Managing Director of locandis GmbH), Tobias Schäfers and Ken Hughes will demonstrate how customers can organize their purchases in advance with their smartphones using a shopping list that displays product availability in real time and optimizes walking routes along the physical product locations, and offers turn-by-turn navigation. Participants can also experience how location-based marketing campaigns influence cross- and up-selling opportunities, how retailers can use location-based content to explain complex products to customers and carry out gamification campaigns that increase the duration of stay in the store, customer satisfaction and the number of return visits.
The online event in the Global DIY-Network runs from 12:00 to 13:00.
More information at:
https://diysummit.org/programme-global-diy-network-season-2/
Mobile Apps in Retail – Study by Capgemini Consulting
Technical innovation does not stop at stationary retail in Germany. This is happening at a rapid pace. After many retailers have already marketed their products in their own online shops or on Amazon, they are already confronted with the next wave of disruption. Mobile commerce is well on its way to becoming the number one online channel. Mobile apps on smartphones enable companies to interact digitally and in real time with customers. This creates completely new shopping experiences.
Capgemini Consulting, the global strategy and transformation consultancy of the Capgemini Group, has presented a study on the use of smartphones in stationary retail. It was examined in which phases of the purchasing process consumers are already using mobile devices today and what benefits they achieve.
Photo/Screenshot: Capgemini Consulting
The study:
Study “Mobile Apps in Retail” (pdf)
More about Capgemini Consulting:
www.capgemini.com/de
Are Push Notifications on Customer Smartphones Worthwhile?
The willingness to pay for location-based push notifications on the customer’s smartphone. Short survey among retail decision-makers in Germany.
An online survey by Prof. Dr. Hans-Christian Riekhof, International Marketing, PFH Göttingen 2017
For the short survey among retailers, which was conducted in the period from June 15, 2017 to June 30, 2017 by online survey of the PFH Private University of Göttingen by Prof. Dr. Hans-Christian Riekhof, a total of 115 top managers, managing directors and retail experts were invited to participate by mail. Even if the survey cannot be considered representative, it can nevertheless be assumed that the results provide meaningful indications of the willingness to pay in retail for performance-based location-based marketing.
The evaluation shows, among other things, that there is a high willingness to pay in retail for push notifications on the customer’s smartphone. Retail is willing to pay! Interesting details: The willingness to pay increases when customers are preselected according to location-related criteria. And: The willingness to pay increases further when customers demonstrably enter their own store after receiving the push notification.
You can find out more in the complete study, which you can here download.