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Lesson 3.1: Importance of a Consistent Image for a Multi-Channel Business

Lesson 3.1: Importance of a Consistent Image for a Multi-Channel Business. A multi-channel business:. Markets or sells through more than one distribution channel Physical stores Catalogs Direct mail Websites . A multi-channel business:. Role of a Website in a multi-channel distribution

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Lesson 3.1: Importance of a Consistent Image for a Multi-Channel Business

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  1. Lesson 3.1: Importance of a Consistent Image for a Multi-Channel Business

  2. A multi-channel business: • Markets or sells through more than one distribution channel • Physical stores • Catalogs • Direct mail • Websites

  3. A multi-channel business: • Role of a Website in a multi-channel distribution • Marketing the business to the existing and potential customers online • Online sales transaction • Customers’ developing impressions about the business

  4. Businessimagerefers to: • Message the business projects including the experience it creates for the customer • Business impression refers to: • Customers’ perception (belief or feelings) about the business including experiences fostered by the image

  5. Your Website is the customer’s first impression of the business: • It is a lasting impression • It affects the customer’s further exploration of the Website • It sets up expectations of the business for the customer

  6. A consistent image between the physical business and its Website helps: • Customers recognize and recall a business • Customers perceive the same distinctive 4E offering of the business • The business “connects” with the targeted customers

  7. Experiential offerings should be reinforced through the business’ Website in order to: • Attract more customers • Set up appropriate customers’ expectations

  8. An example of Mundt’s Candies: • The educational experience offered by the historical setting and historical information shared in the store is reinforced on the Web site through: • Content about the history of the company • http://www.mundtscandies.com/ • Content about the history of its signature candy fish • http://www.mundtscandies.com/candy.html

  9. An example of Mundt’s Candies: • The educational experience offered by the historical setting and historical information shared in the store is reinforced on the Web site through: • Content and images of traditional candy making processes • http://www.mundtscandies.com/more.html • Content and images of historical sites of the Madison, Indiana area • http://www.mundtscandies.com/flavors.html

  10. An example of Mundt’s Candies: • The educational experience offered by the historical setting and historical information shared in the store is reinforced on the Web site through: • Link to the Historic Landmarks Foundation of Indiana • http://www.historiclandmarks.org/

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