 Technological touch points can be when a consumer is using a self-service checkout within the store, using the businesses mobile phone app/ website, or any other interactive displays within the store (Stein, & Ramaseshan, 2016).Communicative elements focus on a promotional message, informative message and advertisement (Stein, & Ramaseshan, 2016).These messages are often used as a one-way communication channel from the business to the customer, it can include both promotional and informative information (Stein, & Ramaseshan, 2016).