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Traditional brand touchpoints have been utilised for many years such as, ad campaigns, media advertising, promotions and events.
In present day, non-marketing communication touchpoints seem to have a larger influence on consumers and their relationship with the brand, such as word of mouth and social media.
- Radio / TV ads
- Printed adds
- Physical store
- Promotion display
- Direct Mail.
- Web Sites.
- In-Store Cashiers.
- Welcome Letter/Customer Communications.
- Customer Service Call Centers.
Conceptual Framework for Touch points by Baxendal, Macdonald, Wilson: “The Impact of Different Touchpoints on Brand Consideration”
In their study “The Impact of Different Touchpoints on Brand Consideration“, they found that: “in-store communications are most influential, followed by peer observation and brand advertising, then WOM and retailer advertising. Finally, traditional earned media are the least influential. It is notable that brand advertising is not the most influential touchpoint in terms of positivity, supporting the wider agenda for a touchpoint-neutral view of the customer decision journey.”
However, they also stated clearly that “all touchpoints play a role in shaping consideration.”
That means that companies in retail and retailers should consider all touch-points and find strategic and creative ways to execute this consistently.
- Orange Branding helps large retailers, with 1,000 stores, but also start-ups and smaller chain store retailers applying the concept of customer journey touch-point optimization and design.
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