Question:

SCENARIO:

Discuss the various shopper touchpoints that a customer would encounter while interacting with The Shoe Rack. NOTE: Suggest a realistic and practical example of how each touchpoint can be implemented at The Shoe Rack. Scenario: Balance-Out launch a new Smart Watch The Shoe Rack is a specialist running gear store located in Pretoria. The business is privately owned and have been in business since 1980. Runners and running clubs in and around Pretoria are familiar with the store; not only for the apparel sold, but also for their friendly service and knowledgably employees. The Shoe Rack prides themselves that they sell a variety of brands such as Balance-Out, Adidas, Asics, Saucony and Nike and requires that all employees are runners themselves. The Shoe Rack sells the following running apparel: Shoes, shirts, shorts, and socks. Energy supplements and Smart Watches. Product managers from different brands visit The Shoe Rack on a regular basis, especially when the brand is launching a new product. During the last visit from Balance-Out Product Manager, she introduced a new, state-of-the-art Smart Watch, the S-Tech Intel to the owner of The Shoe Rack. Although some of the watch's features are already offered by competing brands, however, the S-Tech Intel offers some unique benefits to users: - It measures and specifies nutrients in the runner's body and if there are any deficiencies, suggests foods to fill up on those nutrients. - The watch can be set that it tells the long-distance runners, when to re-fuel with energy gels or other energy products. It measures the thread on the runner's shoes and suggest when a new pair of shoes are needed. It warns the runner of imminent injuries looming according to the state of the runner's body. Balance-out's Product Manager indicated that The Shoe Rack will have exclusive rights to sell the watch for the next three months. The Shoe Rack however need to communicate to current and potential customers telling them about the product and why it is a better watch than those currently in the market. As marketing manager of The Shoe Rack, you are tasked with this project