ABSTRACT
As introduced briefly in Chapter 4, recent technological developments mean that the choice for businesses is no longer merely ‘online’ versus ‘offline’. Increasingly, multiple platforms need to be supported. For example, W. H. Smith Online (www.whsmith.co.uk) offers customers PC, mobile and digital television access to its products. As Chaffey (2002) notes, possible benefits of such multi-channel strategies include:
● enhanced brand image; ● early mover advantage; ● learning about the technology from experience; ● customer acquisition; ● customer retention.
