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 for the 21st Century
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Click & Mortar – Multi-Channel - Purchase Process – Possible Touch Points

 Integrated Marketing - Consumer Products - PDF Version

 

 

Pre- Purchase

Purchase

Post-Purchase

 

Examples

Research

Alternatives

 

Pick Up

Service
and
Return

Review

Feedback

Web

manufacturer web site, retail web site, comparison sites, search, blogs, reviews, information aggregators, ratings …

 

Catalog

general catalog, specialty catalog …

              

 

 

 

 

Call Center

rep voice, contact center …

 

 

Live Online Help

rep text, contact center …

 

 

 

In-Store

visit store, check shelves, digital and printed signage, information, sales rep …

E-mail

promotions, information, sales, coupons, invitations, confirmations, cross-selling …

 

 

Social Media

reviews, friends, clubs, opinion leaders, evangelists, groups, suggestions, videos, “articles”, twitter, facebook, youtube, myspace, linkedin ...

 

 

 

Mobile Device

web access including social media sites …

 

Word of Mouth

friends, groups, opinion leaders, evangelists …

 

 

 

Print Media

articles, advertising, reviews, ratings …

 

 

 

Delivery Service

post office, private …

 

 

 

Surveys

 

panel, questionnaire, focus group, observation, web site visit …

 

 

 

 

by Lucy Cimino – Click & Mortar Partner - 2010

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