Touchpoints and channels: classifications, characteristics, and issues for future research

Abstract

Consumer experiences and decision journeys are constructed and influenced by an ever-increasing number of touchpoints and channels. However, recent studies have recognized limitations in previous literature regarding the distinctions and diversity among them. Also, with the recent COVID-19 pandemic, consumer touchpoint, and channel consumption has drastically changed, with potential implications for the business models of firms. Thus, this paper systematizes existing knowledge concerning the touchpoint and channel constructs and discusses emerging issues related to omnichannel management in the COVID-19 pandemic context. Specifically, the paper develops a structured understanding of touchpoint and channel definitions, the classification of touchpoints, the strengths related with particular touchpoint types, and how these strengths make specific touchpoints more appropriate for particular moments in the consumer decision journey. The emerging issues lead to the discussion of directions for future research, namely regarding touchpoint evaluations, the management of supply chains, and the use of new technologies.