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Research Cooperation: Aachener Grundvermögen and WHU – Otto Beisheim School of Management

As WHU marks 40 years of excellence and growth, it also celebrates a leap forward in research, unveiling an expanded partnership with Aachener Grundvermögen. This collaboration, centered on "AI-driven insights through sensor technologies in stationary retail," aims to explore customer behavior, tackle city center challenges, and deliver groundbreaking insights.
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Chair of Digital Marketing
40 years of WHU

Key research objectives

The overarching objective of the cooperation is to better understand the "city center ecosystem" and the behavior and needs of customers in brick-and-mortar retail through the use of AI and modern sensor technologies. Key objectives include:

  1. The value of brick-and-mortar retail
    Leveraging advanced anonymous tracking to measure individual store performance and its impact on city center appeal.
  2. Optimizing customer flow
    Utilizing data analysis to influence customer activity in certain areas, integrating outlying stores, and reviving less frequented areas.
  3. Revitalizing city centers with data 
    Applying insights from tracking data, such as via the Hystreet platform, to support urban planners and retailers in fostering vibrant, dynamic city centers.

Research to reality

Business and science: a win-win cooperation

 

Companies and educational institutions can benefit from each other. For Aachener Grundvermögen, it grants access to WHU’s latest research and insights. Findings are shared through publications, studies, and conferences, driving informed strategic development. For WHU, it benefits from the practical application of current theories, real business scenarios, and how to apply concepts to specific business problems.

A real-world experience for students

 

Companies and educational institutions can benefit from each other. For Aachener Grundvermögen, it grants access to WHU’s latest research and insights. Findings are shared through publications, studies, and conferences, driving informed strategic development. For WHU, it benefits from the practical application of current theories, real business scenarios, and how to apply concepts to specific business problems.

Two female and two male students sit in the front row of a lecture room and work at their laptops.

Statements from the cooperation partners

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Andreas Kruse
Project Coordinator
Aachener Grundvermögen
"Our collaboration with WHU allows us to access innovative technologies that can revolutionize our view of the city center and customer behavior. The insights from the joint research strengthen our strategic direction and help us to develop attractive concepts for vibrant city centers. As a major stakeholder, we are making our contribution to making city centers future-proof."
Professor Christian Schlereth
Chair of Digital Marketing
WHU - Otto Beisheim School of Management
"This cooperation offers us the rare opportunity to test and expand scientific theories directly in the market. It is an invaluable advantage for our students to work with real data and a practical case that challenges and develops their analytical and creative skills equally."
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Prof. Dr. Christian Schlereth
Prof. Dr. Christian Schlereth
Chair of Digital Marketing
christian.schlereth(at)whu.edu
+49 (0)261 6509 455
Chair of Digital Marketing 40 years of WHU Get in touch