Touchpoint management for virtual products : making the intangible tangible by means of physical presences
Teresa Valerie Mandl, Linda Miesler · Zürcher Hochschule für Angewandte Wissenschaften digital collection (Zurich University of Applied Sciences) · 2012
During the consumer journey, consumers experience a company through various touchpoints, ranging from traditional points of contact such as the point of sale and call-center to online touchpoints such as company websites and Social Media (Spengler, Wirth, and Sigrist, 2010). This paper deals with the increasing importance of a certain touchpoint type, physical presences, for the success of virtual products. Physical presences in this context can be architectural, such as (retail) shops including their interior and people or they can be physical products that are directly associated to the virtual product.