Der Podcast "Presseverkauf im LEH" befasst sich mit den Herausforderungen und Chancen des Presseverkaufs im Lebensmitteleinzelhandel. In der Podcast-Folge interviewt Prof. Dr. Stephan Rüschen (DHBW Heilbronn) seinen Kollegen Prof. Dr. Kortum über seine Studie zum Thema. Die Studie zeigt, dass der Presseverkauf im LEH stark rückläufig ist. Über 60% der Kunden kaufen keine Printmedien mehr. Als Gründe nennen die Kunden die hohen Kosten, das Desinteresse an gedruckten Medien und die schnellere Informationsbeschaffung über digitale Kanäle.
Trotz des Rückgangs bietet der Presseverkauf noch Potenzial. So sind 50% der Käufe Spontankäufe. Digitale Elemente, wie z.B. ein digitales Presseregal, könnten den Presseverkauf attraktiver gestalten. Kunden wünschen sich Funktionen wie Benachrichtigungen über Neuerscheinungen, Suchfunktion und personalisierte Empfehlungen. Ein digitales Presseregal könnte den Kunden gezielter ansprechen und die Regalpflege optimieren.
Moderation: Prof. Dr. Stephan Rüschen (DHBW Heilbronn)
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