The Right Tool for the Right Job: Identifying Relevant Touchpoints to Achieve Seamlessness in the Fashion Sector

Fashion brands have to date largely invested in developing offline and online touchpoints to create an Omnichannel Experience for their customers. However, the availability of a variety of services and technologies is not enough without integration among them. This chapter will discuss the role of touchpoints in offline-to-online and online-to-offline channel integration strategies, identifying those that create major value for fashion consumers. The proposed approach combines both customer and company perspectives in evaluating touchpoints in order to discuss and give insights into the roles of touchpoints from a strategic point of view.