Good morning, everyone! We would like to present a new material about Touchpoints:
What we did was to take each step of the consumer decision process and think of possible touchpoints for each step so as to be more precise.
The first step is need recognition. So, we wanted to activate consumes’ need and thus, their decision process. This could be done by stating clearly what we do better than our competitors. For example, a TV ad referring to the products as “healthier” and by using other comparative words can make the consumer realise that the product is better than the competitor which is the competitive advantage over our rivals. Also, in the same ad it can be said that the company supports domestic market and Italian fishermen by using phases such as “domestic goods”.
Next up is information search and we assume that internal search is insufficient as the products were not previously purchased by the consumer. We will focus on the external search which briefly includes: personal sources (family and friends), public sources (consumer reports) and market-dominated sources. The target is market-dominated focus such as to have a point-of-purchase display in supermarkets such as Coop. There can be a desk with Fish & Friends products and the representative of the firm can give to the consumers cooked fish so as to test it. Undoubtedly, the more information about a product, the more consumers will trust the firm and buy the product offered.
One of the most crucial steps in the consumer decision-making process is the evaluation of alternatives. It is really important for the company to get into the mind of the consumer and understand the evaluative criteria that consumers use when comparing brands before proceeding to the actual purchase. The goal is to be included in the consideration set of the consumer and be one of the brands that he/she has in mind. As in the first step, comparative words can be used in ads on the radio or TV such as healthier, opens easier etc.
The forth step is the actual purchase. A question that should be answered is when the consumer will go and buy the product. Our goal is to make the products look so delicious that the consumer will go to the supermarket and buy it immediately. So, actually our goal is to make consumers feel hungry. This can be done through social media, specifically through Instagram. Photos and recipes can be uploaded, as well as live videos from university students using the product.
Last but not least, the fifth step is post-purchase evaluation. Our goal is to activate repeat-purchase behaviour and maximise consumer satisfaction. Ads or follow-up calls from salespeople can be used, to comfort buyers that they made the right decision. Also, coupons or “thank you” cards can be placed inside the package so when the consumer takes the product at home, he/she can find the card inside as a surprise. Finally, a review website can be set up, where the consumers will have the opportunity to review the product and suggest improvements.
Thank you for your attention!
Here you can find a presentationTouchpoints