The Communication of Circular Value Propositions: The Role of Digital Touchpoints in the Customer Decision Journey

Beatrice Re, Giovanna Magnani and Chiara Andreozzi

Micro & Macro Marketing, 2021, issue 2, 279-304

Abstract: The present paper analyzes how a set of Italian circular firms leverages digital touchpoints along the customer decision journey to communicate their circular value proposition. Through a cross-case comparison, we identify similarities and differences in the adoption of digital touchpoints during the pre-purchase, purchase, and post-purchase phases of the journey. The analyzed firms proactively employ digital channels, involving customers in their projects. However, in the purchase phase, they tend to rely more on physical stores to interact with customers and convey some circular practices, such as the takeback of old items. We also notice that online dialogues with customers are still limited and thus a need for community building and user-generated content emerges. One firm leverages an innovative touch-point, a blockchain-based tracking system, which seems a promising tool to maintain a transparent relationship with clients alongside their journey.

Keywords: Customer decision journey; digital touchpoints; value proposition; circular business models; circular economy. (search for similar items in EconPapers)
Date: 2021
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