For years, one of the tenets of understanding the customer journey was the need to learn more about the customer experience at every touch point. That is, retailers needed to know about every point of contact that a person has with your store and your brand.
You need to know how they find your business. Is their first touch point a billboard, a sign outside your store, an advertisement, a Facebook post, or a tweet? How does your typical shopper find his or her way into your bricks and mortar store? The touch point is any point of contact that a consumer has with your brand – before, during, and after they make a purchase (or don’t make a purchase). Seeing an advert on television or reading a message on the side of a bus counts as a point. So does reading a Facebook post.
Think of the journey in terms of the customer lifecycle from initial point of contact through to customer service and satisfaction. With the technology of today and the dramatic shift to online shopping, the edges of our lives have expanded. Consumers are no longer tied to a single geographic location. There is a freedom from time and travel components in shopping that changes their experience and touch points in the retail world.
In 2014, Forbes described the internet of things as “the concept of … connecting any device with an on and off switch to the internet (and/or to each other).” It does not merely apply to things but it includes people. We are all connected – people to people, people to things, and things to things. Social media for example has created a massive network, connecting billions of humans. Imagine how complicated dealing with touch points can be with all this interconnectivity. With such a shift towards the internet, there has been an increased focus on how people shop online and how those shoppers respond to all marketing directed at them.
With this ability to purchase items from home, you might wonder how important is design to the overall consumer journey. Is it worth the effort to make an offer that needs to be seen and experienced to be appreciated? Or is shopping in a bricks and mortar store considered a poor use of time? How do online emporiums affect brand loyalty?
If you have any questions about the way that people shop, or want to discuss further, contact us via email email@example.com or call 01543 255 259.