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

2

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

4 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

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

6 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

7 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

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

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 about the history of the company –Content about the history of its signature candy fish

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: –Content and images of traditional candy making processes –Content and images of historical sites of the Madison, Indiana area

11 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