To allocate the available budgets in the correct way for the benefit of the various marketing channels, the enterprise will have to formulate a policy. This can be done on the basis of the following steps: setting up a multichannel strategy; developing a multichannel network; and managing the channels. With a well-considered policy in the field of multichannel marketing, the enterprise provides its customers with the right ways to request information, buy products and follow the status of the order. This satisfies the ease that more and more customers expect from the new technologies on offer. Cannibalisation is a much heard problem with multichannel marketing. The customers use several channels to come to the decision to buy a product from a certain enterprise. Exactly because the different needs of the customer can be covered via the different channels, the opposite will even be true.