PART FIVE:

The key touchpoints for visual communication.

Touchpoints are all the different ways and points in which the consumer has contact with the brand. This can be anything from packaging that the consumer receives, to recognising the logo and of course in-store contact such as talking to an employee and purchasing in-store (Nam, 2013). There are 3 main touchpoints to every brand. Pre-purchase experience which includes the brand’s website and how the consumer interacts with the website and the bounce rate of it, the logo and the collateral. The second touchpoint is the purchase experience which is product purchase assortments, point of purchase display and product performance. Lastly, the postpurchase experience which includes, product quality, customer service, billing and of course the loyalty program which includes signing up to marketing emails to keep in touch with the brand (Gloppen, 2009). However before deciding what a brand’s touchpoint are, we would need to analyse brand personality. For example, Stella McCartney key touchpoints as a brand would be its brand values which is to be sustainable in all ways possible. Also, the marketing Stella McCartney uses to convey these brand values is consistent with its runway shows that visually display its mission to keep sustainable and show how against animal cruelty it is. Furthermore, the touchpoint wheel does depend on the services available by the brand and the brand’s personality.