How location-based marketing at the point of sale influences consumer behavior

With Stefan Brinkhoff, Co-Founder and CTO, locandis is represented at the Global DIY-Summit. Together in a workshop with Prof. Dr. Tobias Schäfers, Associate Professor of Marketing at Copenhagen Business School and Ken Hughes, Consumer & Shopper Behaviouralist and CX Strategist, the future of DIY retail will be discussed and new trends and innovation in the industry will be highlighted.

Trends and innovation in DIY retail

The use of smartphones for and during shopping also plays a central role in DIY retail. This offers a wide range of opportunities, such as sending location-based cross-selling and upselling campaigns to customers’ smartphones. Other use cases for integrating the customer’s smartphone into the shopping experience, which will be discussed in the workshop, include organizing the shopping trip with a digital shopping list and viewing product availability in real time, subsequent navigation to the products sought in the store with precise turn-by-turn navigation, and the use of gamification to make shopping fun.


Location-based Marketing in DIY retail with locandis

One implementation of these trends and innovations has already been in use at hagebaumarkt for several months in the form of the WIGGI app and addresses customers’ need to enhance the shopping experience in stationary DIY stores through digital services. You can find a comprehensive overview of all the functions of the locandis DIY store solution here.

At the end of September this year, this DIY store solution from locandis was awarded first place in the expert jury’s assessment as part of the Best Retail Cases. According to the expert jury, the indoor navigation in particular, which enables customers to find the 60,000 products of the hagebaumarkt, has a positive influence on customer satisfaction and facilitates orientation in the extensive product range. This makes the use cases of location-based marketing particularly suitable for the DIY retail sector.

About the Global DIY-Summit

The Global DIY Summit is the world’s major event where retailers and manufacturers from the home improvement and garden centre industry have the opportunity for an exchange of views of current and future developments within the global market. This congress is being jointly hosted by the leading DIY professional organisations, EDRA (European DIY-Retail Association), HIMA (Home Improvement Manufacturers Association), and ghin (Global Home Improvement Network).


The Global DIY Summit program overview for 2021 to 2022 can be found here.