MarQt Olympiaplein

Are you participating in the research of MarQt Olympiastraat and the Hogeschool van Amsterdam (HvA)? In the period from August to December 2020, we will send unique promotions and tasty free products to your phone via this app. You can redeem these promotions by picking up the products at the store and showing your received message at the checkout. After the research you will be asked via a short online questionnaire how you experienced the research.

The HvA researching team thanks you for your participation!

About the program

The app is part of a larger research programme in the region of Amsterdam. The programme is carried out by the Amsterdam University of Applied Sciences in collaboration with small retailers in the city. The objective of the research is to explore the added value of location-based messages for a retailer’s customers. The app is used to send customers of the retailer different types of messages that are of benefit to them (e.g. get a free product today, visit us today and get a free cup of coffee or tea, benefit today from personal advice of one of our experts) and that invite them to visit the store when they are on walking distance from the store. By sending and testing different types of location-based messages to the customers of the retailer, we aim to gain knowledge about a) whether these kind of messages are read and used by the customer (or not), and b) which kind of messages might be most valuable from a customer’s and a retailer’s point of view. The results of the research will be published via well-known marketing blog websites. The collected data are solely used by the university for doing the research and gaining knowledge.

It tracks the user’s location because the primary goal of the (academic) research is to send customers of the retailer messages when they are on walking distance from the store. We need the location to send the messages to the app at the right moment (on walking distance from the store)

Background location tracking assures that the user, who fully is aware of the fact that he/she participates in a research programme of the university, receives messages that contain a limited time offer when he/she is on walking distance from the store. Only in this situation, the messages are of value to the customer (location congruency). If we do not track the location of the user he/she will receive message that could well be of little value to them as they might be too far from the retail store to benefit from the content of the app message.