Leveraging Customer Touchpoints to Increase Sales

What is a Touchpoint?

A touchpoint is a point of contact between a customer and your product, service, or brand. Whether before, during, or after an actual sale has taken place, any interaction a customer has with your business is considered a touchpoint and potential for your business to increase their customer’s perception of your brand. Touchpoints span the whole value chain, but dealing specifically with the franchise industry and the major customer touchpoints franchises have to manage in relation to customers, there are five: direct mail marketing, in-store advertising, point-of-sale advertising, social media marketing, and mobile initiatives.

Direct Mail Marketing

Direct mail is one of the most heavily used forms of advertisement with multiple coupons for different brands hitting mail boxes every day. The direct marketing association pegs the response rate at “Letter-sized envelopes, for instance, had a response rate this year of 3.42 percent for a house list and 1.38 percent for a prospect list.” This shotgun approach has been a consistent marketer’s tool , but with the low response rate, and even lower conversion rate, marketer’s are seeking other channels and touchpoints to reach customers. Continue reading Leveraging Customer Touchpoints to Increase Sales