One of my favorite brands in clothing is Nike, and I would consider myself a loyal customer. Although I would describe my initial attitude towards it as indifferent, many purchases made me confident about its quality. The first touchpoint, which coincides with me, is an advertisement, which correlates with the stage of identifying the problem (Ioanid, 2020). For instance, a person sees nice shoes on an online banner and has a need to buy it. It is an important step as the brand gains new customers, although even regular or occasional ones might be drawn to the product. The second touchpoint is the official website, which coincides with the information searching stage (Ioanid, 2020). A potential customer researches the product in detail, so it is important for the brand to be as transparent and thorough as possible. The third touchpoint is an infographic or a table where Nike presents the advantages, which coincides with the stage of seeking alternatives (Ioanid, 2020). Thus, the brand should convince the customer that it is the best available option from the competition.
The last two touchpoints are relevant once a customer is prepared to buy the product. The fourth one is a retail store, mirroring the purchase stage (Ioanid, 2020). However, one may decide against buying the product at the last minute, so it is essential to retain the customer and secure the transaction by offering incentives, such as a first-time customer discount. If one still leaves, the previous touchpoints are rendered meaningless, and the brand does not gain a new consumer. The final touchpoint is an e-mail asking a person if they enjoyed the product, which occurs at the post-purchase evaluation stage (Ioanid, 2020). A new customer may send feedback, based on which the brand potentially makes changes and improves the merchandise. Overall, each stage has a corresponding touchpoint, making it easier for the brand to control the customer buying process.
Reference
Ioanid, A. (2020). Factors influencing marketing decisions. FAIMA Business & Management Journal, 8(3), 53-61. Web.