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《The Future of Retail TouchpointsExtending Your Reach in theConsumer Shopping Journey 零售接触点地未来 延伸你地触角 消费者购物之旅.pdf》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、PointofViewTheFutureofRetailTouchpointsExtendingYourReachintheConsumerShoppingJourneyAuthorEdwardWestenbergContributorsJoanneBethlahmyLisaFretwellCliveGrinyerJanuary2010CiscoInternetBusinessSolutionsGroup(IBSG)CiscoIBSGCopyright©2010CiscoSystems,Inc.Allrightsreserved.PointofVie
2、wTheFutureofRetailTouchpointsExtendingYourReachintheConsumerShoppingJourneyAcustomer’sjourney—fromfirsthearingaboutaproducttopurchasingit—involvesavastandgrowingarrayofencounterswithaproductorbrand.Infact,consumers“touch”your1brandanaverageof56timesbetweeninspirationandtransact
3、ion.Manyofthese“touchpoints”involvestandardretailchannels—walkingbythestorefront,goingonlinetoabrandede-commercewebsite,viewingaTVad,orhearingaradiospotpromotingalocalsale.Butmoreandmore,newmediatouchpointssuchassocialnetworking,blogs,communities,video,andlocation-basedservices
4、arebecominganintegralpartoftheconsumershoppingjourney.Anditdoesn’tstopthere.ThedevelopmentofnewandengagingtouchpointopportunitiesisTouchpointbeingacceleratedbytechnologiessuchasaugmentedreality(AR),NearFieldAnyproduct,Communication(NFC),IPTV,and“SixthSense”technology.Thesenewin
5、teractionservice,technologiesareevolvingwithstunningspeed,makingitachallengeforretailerstosorttransaction,through,understand,andrespondtothetouchpointopportunitiestheyrepresent.venue,orexperienceOnechallengeisthatretailersandconsumerpackagedgoods(CPG)companiesdonotownthroughwhi
6、chmostofthenewmediachannelsorcontrolthemessagesthatproliferatethroughthem.Asaacustomerresult,thesecompaniesneedtounderstandnotonlywhatiscurrentlyavailableorcomingreceivesadownthepipeline,butalsowhichtouchpointsofferthebestopportunitytoinfluencesignificantperceptionsabouttheirbr
7、ands.Theyareasking:Howshouldweapproachsocialimpressionofyourbrand.networking?Doweneedtorespondtobloggers?Dowerequireanewmediastrategy,andifso,whatshouldbeincluded?Technologyandconsumerbehaviorareatamajortransitionpoint.LeadingretailersandCPGcompaniesthatwanttobreakoutofthe“Grea
8、tRecession”willneedtostartbygainingmarketshareinalow-g
