[Touchpoints]

[ When a product meets a woman...]

The expression “Touch-Points” is used by marketers to define the different occasions where consumers interact with a brand and discover what the brand is about. These interactions are collectively known as the customer experience with the brand.

 In shopping for skincare products, touch-points can be grouped into 3 broader occasions: 

Before: press review in a magazine, TV commercials, outdoor communication (billboards…), asking friends with similar needs about their satisfaction with a product, etc.

During: Packaging, POS, asking a sales consultant or professional for advice, using a product tester…

After the shopping experience: using the product, looking for more information on the brand’s webiste… 

Soon: an article on brand community to see another kind of touchpoint: when brands use bidirectional communication to increase thei brand image.