The key touchpoints for visual communication

Today’s digital technologies have excelled the rate of consumers immediacy to receive personalised solutions during their shopping experience, designable touchpoints that are easily accessible on virtual interfaces have created an immersive environment to build strong relationships between the brand and the consumer (Young Nam, 2013; Parise et. al, 2016). Parise et. al (2016) describe that consumer experience and their purchase journey is influenced by the flow and immersion of multiple touchpoints from the awareness, consideration, purchase, service, and advocacy stages. Strategic brand management in a market renowned for excessive consumption is essential to protect their authenticity, a desirable characteristic that should cover the brand touchpoint wheel to maintain the bond between consumers (Prado et. al, 2019).

The brand touchpoint wheel covers the pre-purchase experience, purchase experience and the post-purchase experience (Young Nam, 2013). Artificial intelligence (AI) has caused a change in the behavioural and social customer journey, Instagram’s business benefits has tapped into the fashion industry creating a new pre-purchase experience which allows for fast decisions (Yeo et. al, 2022). Looking at Stella McCartney as a case study to show that an omni-channel marketing approach has enabled an acceleration of e-commerce, and how their key touchpoints for visual communication work together to create a well-rounded brand (Yeo et. al, 2022). The strategy includes communicating to the consumer directly, from the clean logo, compelling TV advertisements that have the same sustainable goal, and an interlinked website and Instagram the brand is visually perfect (Ciambella, 2020). 

Reference List 

Ciambella, C., (2020) Luxury and sustainability: the impact of social media marketing. (Accessed: 14 April 2022). 

Oh, H., Prado, P.H.M., Korelo, J.C. and Frizzo, F., (2019) The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management. (Accessed: 14 April 2022). 

Parise, S., Guinan, P.J. and Kafka, R., (2016) Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), pp.411-420. (Accessed: 14 April 2022). 

Yeo, S.F., Tan, C.L., Kumar, A., Tan, K.H. and Wong, J.K., (2022) Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177, p.121551. (Accessed: 14 April 2022). 

Young Nam, K. (2013) ‘Orchestrating Designable Touchpoints for Service Businesses’, Design Management Review, 24 (3), pp. 14-21. (Accessed: 14 April 2022).