How To Implement Touchpoint Marketing In Clothing Enterprises

Step 1: Confirm the contact point. Identify you and your goals customer Where is the contact point of the customer, and sort the contact points according to the order of contact with customers. Determine which is the first contact point and which is the last contact point. The contact medium at each contact point.

Step 2: Determine the information transmitted by each contact point and the way of information transmission. After confirming the touchpoints, we need to determine what information each touchpoint transmits to customers and how it transmits information according to the way and characteristics of each touchpoint's contact with the target customers. However, it should be noted that each touchpoint transmits different information and methods. To determine how to convey information at each contact point, we need to judge according to your involvement in the clothing you sell. Here we will first explain the concept of involvement. If a clothing customer needs to spend a lot of time and energy to understand and make purchase decisions, then we say that the clothing is highly involved clothing. On the contrary, the degree of involvement is low.

Why is the concept of involvement mentioned here? Because customers have different decision-making processes for clothing purchase with different degrees of involvement. Only by connecting the touchpoint with the purchase decision-making process of customers can we do a good job in touchpoint marketing. For clothing with a high degree of involvement, it is necessary to transmit different information to customers in stages. Generally, clothing in manufacturing industry is highly involved, and customers' purchase decisions follow the pattern of cognition, feeling and action. This means that we must spend more energy to let customers understand clothing in depth. This requires us to transmit different information at different contact points. Please note that the customer here has experienced at least two Touchpoint Marketing Only then has the learning process been completed. If the clothing is low involvement, follow the process of cognition, action and feeling. The two processes of cognition and action may be completed through one contact point of the exhibition.

Step 3: Develop control indicators for each touchpoint. The control indicators here are essentially the same as the sales indicators we usually refer to. It's all about managing and controlling the process. If the touchpoint is a website, you need to improve the effective traffic of the website. If the contact point is the clothing industry magazine, you need to improve the arrival rate and effectiveness of advertising (but the measurement of the arrival rate and effectiveness of general advertising is complex, so the more direct and effective measurement is to count the number of inquiries). For some key touchpoints, customer satisfaction is also an indispensable control indicator.

However, the control indicators of some touchpoints are not easy to set. For example, in terms of after-sales relationship maintenance, it is not enough to control the frequency of customer visits. How to establish a stable relationship with customers is not controlled by indicators. Sometimes Clothing enterprises The top management of. Due to time and space constraints, the topic of touchpoint marketing will be discussed here for the time being. As I said earlier, although this article is aimed at foreign trade and manufacturing, as long as you understand the basic principles of touchpoint marketing, I believe you will be able to apply it to more clothing industries.