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Store Brand Management: Touchpoint Design

In: The Retailer as a Brand

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  • Jörn Redler

    (Mainz University of Applied Sciences)

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.

Suggested Citation

  • Jörn Redler, 2025. "Store Brand Management: Touchpoint Design," Springer Books, in: The Retailer as a Brand, chapter 0, pages 173-409, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47070-8_5
    DOI: 10.1007/978-3-658-47070-8_5
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