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Stationary retail faces major challenges. In the current episode of the podcast "Beyond the Knowledge", Prof. Dr. Hans-Christian Riekhof talks about the opportunities of digitization in retail and presents the results of a current expert survey on the theme of Instore Navigation.

The Digitization of Stationary Retail – Prof. Riekhof on the PFH Podcast

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In the current episode of the podcast “Beyond the Knowledge”, Prof. Dr. Hans-Christian Riekhof, CEO of the company locandis and Professor of General Business Administration at PFH Göttingen, talks about the opportunities of digitization in retail and presents the results of a current expert survey on the theme of Instore Navigation. According to Dr. Hans-Christian Riekhof, the three major challenges for trade in the coming years are:

  • to realize an experience-oriented and high-quality design of the store areas
  • to improve delivery capability and logistical processes.
  • to drive digitization also in stationary retail and to communicate with customers not only face-to-face, but also via smartphone.

In an expert survey, Prof. Riekhof examined the digitization of retail. What are the major challenges for retail and how will the marketing concepts of retail develop in the future? These and other topics are discussed in the third episode of the PFH Podcast “Beyond the Knowledge”.

You can access the entire podcast episode here and then listen to it on all common podcast channels.

More about the company locandis:
www.locandis.de

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.

22.03.2022 │ Hamburg – Instore Navigation in Retail: Experiences with Digital Applications in Retail

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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

The Food Newspaper currently reports on the recently introduced system of instore navigation at Hagebau. With this technology, controlled via a smartphone app, customers can find their way around the hardware store better.

Food Newspaper Reports on Instore Navigation at Hagebau

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The Food Newspaper currently reports on the recently introduced system of instore navigation at Hagebau. With this technology, controlled via a smartphone app, customers can find their way around the hardware store better.

As reported, customers at Hagebau dealer Wigger from Neumünster can be guided through the market to the desired product by instore navigation. This is linked to offers and additional information that customers receive directly on their mobile phones at the shelf. This was realized by the company locandis from Hamburg, which specializes in technology, conception and strategies for solutions around location-based marketing, indoor navigation, digital customer cards and more.

The Food Newspaper refers in its article to the finding of experts that the technology is still waiting for its breakthrough. Thus, Prof. Hans-Christian Riekhof, Mathieu Grüneklee and Leon Reutel in 2021 conducted a study for the Private University of Göttingen (PFH) among executives in retail on the topic of instore navigation in German retail. The enormous potential of the technology for stationary retail also became clear.

Further links

Full article in the Food Newspaper (Paywall):
https://www.lebensmittelzeitung.net/tech-logistik/nachrichten/per-kunden-app-hagebau-lotst-per-instore-navigation-161283?crefresh=1

Hardware store: Instore Navigation offers targeted finding of products:
https://www.unicconsult.com/baumarkt-instore-navigation-bietet-zielsicheres-finden-von-produkten/

Article on the homepage of the company locandis:
https://www.locandis.de/instore-navigation-mit-der-app-durch-den-baumarkt/

The PFH Private University of Göttingen recently published a study on instore navigation in retail:
“Instore Navigation in German Retail” (Riekhof, Grüneklee, Reutel, 2021)

The trade magazine Hardware Store Manager now reports on the results of the study "Instore Navigation in German Retail" (2021, Riekhof/Grüneklee/Reutel). An expert survey among retail managers made it clear that there is still room for improvement in the exploitation of digital possibilities.

Hardware Store Manager Magazine picks up study “Instore Navigation in German Retail”

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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/

Mobile Apps: A study on the use of smartphones in stationary retail was presented by Capgemini Consulting. It was examined in which phases of the purchasing process consumers are already using mobile devices today and what benefits they achieve.

Mobile Apps in Retail – Study by Capgemini Consulting

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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