Store Brand Management: Touchpoint Design

Jörn Redler ()
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Jörn Redler: Mainz University of Applied Sciences

Chapter Chapter 5 in The Retailer as a Brand, 2025, pp 173-409 from Springer

Abstract: Abstract To build or strengthen a retailer brand, touchpoints must be designed based on the retailer brand positioning. This chapter presents the decision fields of pivotal touchpoints for retailers. For this purpose, a new version of the POP concept is developed, the term POP communication is introduced, and the associated general objectives are explained. The use of POP communication in the brick-and-mortar store, in the webshop and app, in sales and in the catalog are the focus of this chapter.

Date: 2025
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DOI: 10.1007/978-3-658-47070-8_5

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