The positive & negative impact of technology in retail point of contact

Abstract

Managers have to face milestones for better resource allocation, to ensure effective efficiency of production. Thus it is understood that practical influence is necessary, but previous survey examines word-of-mouth, retailer touchpoint and traditional methods such as separate approach as well as brand advertising. This is denoted six touchpoints such as retailer advertising, brand advertising, word-of-mouth, in-store communications, traditional method of marketing and peer observation (seeing other customers). The respondents comment on the impact of touchpoints by contemporary text message using the Realtime Experience Tracking (RET) method. The influence of touchpoints upon the change among customers to consider the brand is investigated in this study under four consumer categories such as soft drinks, technology products, electrical goods and mobile handsets. The balance customers' worthy responses to the touchpoints were both touchpoint frequency and touchpoint positivity. The effects of touchpoint may vary according to the category. A sample model suggests that the positivity of in-store communication, generally, seems to be highly impactful than other touchpoints, even the brand advertising. Peer observation, is also significant but a neglected touchpoint. Along with brand advertising the relative impact of retailers, social causes and third party endorsement is also essential. As compared to touchpoint frequency, touchpoint positivity explains and forecasts the change. The current study lists out the significance of methods that could track touchpoint perceptual response as well as frequency so as to compensate the present analytic approaches, for instance, media-mixed modelling on the basis of media spend or exposure alone.