Interview • 17.10.2019

Social networking for neighbors

Nebenan.de is a social media platform where both neighbors and local businesses can network

Blonde woman in blouse with flower patterns in front of dark green door smiling...
Source: nebenan.de

"Mrs. Müller, may I borrow some flour from you?" The online platform nebenan.de has accommodated requests like this one and others among neighbors for some time now. Neighbors can also post in the “for free” section or alert others about neighborhood events. It allows residents of local communities to organize, interact and help each other out. As of late, businesses can also participate.

A conversation with co-founder and CEO Ina Remmers.

Ms. Remmers, nebenan.de is technically a portal that supports neighborhood activities. Why are businesses allowed to now join the network?

Ina Remmers: This progression has been one of our goals right from the start. From our perspective, locally owned businesses are an integral part of a community, which we consider a kind of ecosystem. You have various stakeholders who need each other. On the one hand, there are the actual neighbors, who support and get to know each other, yet you also have social organizations, such as senior citizen social groups, sports clubs or the district office on the other. And since the start of this year, this also includes local businesses, which are essential to build a great infrastructure and make the community a better place to live. It also allows residents to travel short distances to run their errands.

Who can join as of today?

Businesses, stores or service providers – basically, anyone with ties to the local community can join. That's the requirement. As soon as you register online and enter your address, the system verifies the community you are assigned to. Online businesses - no matter how big or small – are not allowed to join our network.

Desktop, tablet and smartphone view of the homepage of nebenan.de....
The platform nebenan.de can be used at the desktop PC, on the tablet and smartphone.
Source: nebenan.de

Who can join as of today?

Businesses, stores or service providers – basically, anyone with ties to the local community can join. That's the requirement. As soon as you register online and enter your address, the system verifies the community you are assigned to. Online businesses - no matter how big or small – are not allowed to join our network.

What are some of the challenges for local businesses today?

The answers vary in this case and depend on who you ask and where you are at. Having said that, retailers generally feel the pressure from online competitors. After all, it is very convenient to shop online and immediately compare the price and quality of products.

Black-and-white thinking is another issue: You have the consumer, who needs something versus the retailer, who wants to sell something. Yet people tend to forget that brick-and-mortar retail is so much more than the sale of goods. It’s also about human interaction and personal experience.

Small retail businesses also run into problems if they want to expand because they need human resources to properly pursue an online marketing strategy.

What do retailers need to survive and thrive in today’s market?

It is the face-to-face communication, consulting service and relationships that customers perceive as advantages. Openness and a service mindset are crucial in this setting. Customers notice this dedication and reward it by coming back.

Man helps woman fix a bike.
Source: nebenan.de

How does nebenan.de help?

The reach is limited to the immediate environment of verified neighbors, which defines the market for the local retailer. This eliminates the level of waste coverage other big-box retailers’ experience.

How can a local business participate on nebenan.de?

Retailers have to register on gewerbe.nebenan.de. They have to specify the name of the business, the business location and a contact – a person behind the business. This is essential to verify the aforementioned proximity. Retailers also select a category where they want to be listed.

Do retailers have to pay a fee?

They get their business listed, neighbors can find and contact them – that’s all free of charge. However, if retailers want to get proactive and post about an event or sales campaign, they must select a package. This doesn’t refer to advertising loop videos, but posts on the digital bulletin board that is also used by the neighbors.

How has the feedback been so far?

Needless to say, it is a small challenge to promote our platform because local businesses are not networking with each other per se and it is difficult to reach them by other means. It simply takes time. That being said, we are very excited that more than 16,000 registered local businesses throughout Germany have joined the platform since the beginning of this year. 

Interview: Katja Laska

related articles:

popular articles:

Thumbnail-Photo: 3 steps to personalisation in e-commerce
04.08.2020   #online trading #e-commerce

3 steps to personalisation in e-commerce

How retailers can build trust and foster customer loyalty

The COVID-19 pandemic has left a visible mark on the retail sector, and companies have had to find new ways to reach consumers effectively in a very short time. Many companies that had previously focused on stationary retail have expanded their ...

Thumbnail-Photo: Virtual pop-up stores
29.06.2020   #virtual reality #pop-up store

Virtual pop-up stores

Here today, change Up tomorrow

They spring up like mushrooms, only to vanish again shortly thereafter – pop-up stores are trendy and now they also increasingly “pop up” online. We spoke with Mohamed Haouache, CEO and Founder of Storefront, about the magical ...

Thumbnail-Photo: Job maker 4.0: e-commerce
27.05.2020   #online trading #e-commerce

Job maker 4.0: e-commerce

Retail training and continuing education programs are booming

Digitization in retail and e-commerce growth present fresh challenges for retail employees and the retail world. That’s why interest in the new "E-Commerce Merchant" dual vocational training course offered by Germany’s HDE ...

Thumbnail-Photo: Merchants can build their own businesses by choosing the right daily...
10.08.2020   #e-commerce #online platform

Merchants can build their own businesses by choosing the right daily deal platforms

Bargaining and the three-way transaction that defines the daily deal market

Researchers from the University of Maryland and Harvard University analyzed the bargaining process between the daily deal platforms Groupon as well as LivingSocial and merchants to identify the trade-offs made by both parties during the transaction ...

Thumbnail-Photo: Video marketing in times of Corona
09.07.2020   #digital marketing #online marketing

Video marketing in times of Corona

The potential of video content for retailers

The spread of the coronavirus has had a particularly severe impact on the stationary retail industry. Many companies are now increasingly focusing on their online presence to cushion declining in-store sales and to virtually stay in touch with their ...

Thumbnail-Photo: Pandemic fuels wine sales at grocery & convenience stores...
18.05.2020   #coronavirus #food retail

Pandemic fuels wine sales at grocery & convenience stores

Latest shopping data shared by Catalina and Koupon

Having closely tracked the impact of COVID-19 on buying behavior in grocery and drug stores since mid-February, shopper intelligence leader Catalina has compared sales data with its partner Koupon, the leading promotion solution provider for small ...

Thumbnail-Photo: Retailers say credit insurance plan could increase liquidity during...
15.07.2020   #retail #coronavirus

Retailers say credit insurance plan could increase liquidity during pandemic downturn

Backstop for trade credit insurance

The National Retail Federation welcomed a report released this week calling for a federal backstop for trade credit insurance, saying the proposal could help provide liquidity badly needed by retailers as they recover from the recession brought on ...

Thumbnail-Photo: Buy now, pay later options drive increase in e-commerce...
19.05.2020   #online trading #e-commerce

Buy now, pay later options drive increase in e-commerce

New data from Klarna about sales of travel services and event tickets

Klarna released new data from its app in the US, indicating that travel services and event ticket sales are beginning to recover. While still significantly lower compared to an average pre-COVID week, the Airlines category saw a 26 percent ...

Thumbnail-Photo: COVID-19: Study reveals impact on hourly workforce...
04.05.2020   #online trading #e-commerce

COVID-19: Study reveals impact on hourly workforce

78 percent are worried about making ends meet during the pandemic and 47 percent have less than $1,000 in savings

Bluecrew, the staffing technology platform connecting job seekers with W-2 protected hourly work, released new survey results which indicate hourly workers are bearing the brunt of unemployment and uncertainty in the face of the COVID-19-fueled ...

Thumbnail-Photo: The importance of effective complaint management...
12.08.2020   #customer satisfaction #customer relationship management

The importance of effective complaint management

A strategic and cross-channel approach to handling negative customer experiences

Customers are more demanding than ever, while brand loyalty is declining. Even a couple of negative experiences can alienate consumers and erode loyalty. Shoppers increasingly share bad reviews and complaints on public communication channels for ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen