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For CMO Professionals

Revisiting The Touchpoint-Impact Framework For 2014

A Deep Dive Into Apparel And Personal Care Categories

June 2, 2014

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Why Read This Report

Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of information sources and channels to research the products and services they discover. But some sources are more effective than others at driving consumers to the buy phase and have a stronger influence on the price they ultimately pay for their purchase. Furthermore, different consumer groups use channels differently and with unique purpose in their diverse paths-to-purchase. This document builds on a 2013 report that introduced Forrester's touchpoint-impact framework. In this edition, we use that framework to examine three groups of consumers and their most influential research sources for apparel and personal care purchases as well as the premium they pay.

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Table of Contents

  • Consumers Rely On Various Sources For The Research Process
  • Using The Touchpoint-Impact Framework
  • Impact And Usage Of Touchpoints Vary By Consumer Group
  • RECOMMENDATIONS

  • Use The Customer Life Cycle To Go Beyond One-Size-Fits-All Marketing
  • Supplemental Material
  • Related Research Documents

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