Business Paper

Location Intelligence - New approaches for creating customer experiences

Dr. Wolfgang Martin

Localisation and navigation data lead to a new quality of customer data

Customer Data released so far information on transactions, characteristics, preferences and behavior of customers as well as their history. Localisation and navigation data lead here to a new quality. In the interest of the digitisation of the world and therefore the digitisation of companies a merge of the reality and the virtual world of the customer takes place now.

Processes such as purchase proposals in the up- and cross-selling, which were previously used successfully in webshops, can now be transported into the real world of a supermarket or shopping center. This opens up new perspectives in particular for consumer goods manufacturers and retailers: from "electronic commerce" to"mobile commerce". But this will only be successful if the customer data is really smart.