1.Brands could approach touchpoint management by creating the best experience possible weather is online or in person. To use a quote from the text book “customers buy stuff for what it means to them, not what it does”(Prevos, 2018).To do this business, need to ensure that they can analyze their touch points to ensure that there is not a discontent. Businesses should do a touch point assessment to figure out how they are doing in the eyes of the customer. Then they should look at this evaluation and figure out where to improve from. Tools and technology can be as complicated as you want them to be. You can conduct a simple study create a survey or you can analyze big data to predict what will be important to focus on.
2.The brands that I will list off are Tesla, Winco, and the Apple Store. The Apple Store would fit in category 2 shopping and delivery hybrid. We can go to the physical Apple Store or you can purchase an Apple product and have it directly shipped to your house. To get something from Winco you must go into the store and pick it up therefore making Winco a traditional retail. Tesla motors is a pre-pay e-commerce where you purchased the car solely off the Internet.
3.Winco foods delivery fulfillment strategy is a traditional retailer and to keep themselves still relevant their strategy is to bring low prices to its customers by offering bulk bins and having customers bag there on groceries; “prices are low, and you don’t have to jump through hoops to get them.”-Winco website. The Apple Store allows for a hybrid system for customers to test their products along with offering online shopping for customers who do not have time to shop in store. Tesla motors has you preorder your vehicle, so they know how many vehicles to produce and wind to produce them.
4.The technologies that Tesla motors is using is big data in artificial intelligence; “They gather data from the online forum of their customers, and they use this to improve their next production.”- techiexpert.com. Apple utilizes big data tools like artificial intelligence in their series product and the use workable technologies like in their apple watches. A traditional set up like Winco would use big data to maintain a proper inventory.
5.Aunt Jemima syrup decision to change their branding was a good decision because it allows for them to reach out to a wider market by having a brand name that is more inclusive to others. This decision also allows for the ceric syrup manufacturer to be able to get the name out there and to look good in front of their consumers. New York times said that “product imagery was not only old-fashioned, but it continued to push forward the stereotypical plantation “Mammy” figure, and Aunt Jemima herself continued to be an unwelcome link to Southern racism.” New York times.
Alex Lyons 