Contact points with the user are not only found online; they are everywhere.
Let’s take a look at one of the many possible examples. Ikea created an augmented reality experience with their paper catalog.
Through the classic IKEA paper catalog, customers could see if a piece of furniture was suitable for their room with just a few taps on the screen of a smartphone or tablet. IKEA made an iOS app available to its customers which allowed them to read the codes included in their paper catalog to chose an item of furniture or accessory and then superimpose the chosen item onto a live image of their room on their phone.
The digital catalog consisted of about 300 pages and offered a series of special contents: image galleries, 3D images, interactive links to the Ikea site, and videos. The user could choose content to download and consult it anytime, even offline.
And it all started offline in a paper catalog!
This is a great example of a real world touchpoint leading the customer into a digital marketing experience that reconnects with the real world. This innovative customer journey takes the prospective buyer from the physical realm to the digital realm and back.