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The importance of consumer touchpoints to brands and retailers is rapidly growing given the complexity of the customer journey, which is increasingly becoming omni-channel (Verhoef et al. 2015; Payne et al. 2017). Despite the increasing importance of touchpoints, the issue of whether specific customer segments encounter and prefer specific touchpoints is still unexplored (Lemon and Verhoef 2016). This is relevant as brands and retailers are called to define touchpoint journeys that matter. Brands and retailers are challenged to (re)design touchpoints for delivering a seamless customer experience to heterogeneous and dynamic segments of consumers in an omni-channel context (Homburg et al. 2017). With the aim to understand customers’ attitudes and behaviors, many marketing researchers use generational cohort segmentation (Bolton et al. 2013). Generational segments show similar behavioral …