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2024 | OriginalPaper | Buchkapitel

7. The Right Tool for the Right Job: Identifying Relevant Touchpoints to Achieve Seamlessness in the Fashion Sector

verfasst von : Giada Salvietti, Marco Ieva

Erschienen in: Digital Transformation for Fashion and Luxury Brands

Verlag: Springer International Publishing

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Abstract

Fashion brands have to date largely invested in developing offline and online touchpoints to create an Omnichannel Experience for their customers. However, the availability of a variety of services and technologies is not enough without integration among them. This chapter will discuss the role of touchpoints in offline-to-online and online-to-offline channel integration strategies, identifying those that create major value for fashion consumers. The proposed approach combines both customer and company perspectives in evaluating touchpoints in order to discuss and give insights into the roles of touchpoints from a strategic point of view.

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Titel: The Right Tool for the Right Job: Identifying Relevant Touchpoints to Achieve Seamlessness in the Fashion Sector
verfasst von: Giada Salvietti
Marco Ieva
Verlag: Springer International Publishing
Buch: Digital Transformation for Fashion and Luxury Brands
Print ISBN: 978-3-031-35588-2

Electronic ISBN: 978-3-031-35589-9

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-3-031-35589-9_7