The National e-Commerce Extension Initiative
Southern Rural Development Center
Internet Strategies to Improve Farm Business Management
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  menu_item Lesson 1: Introduction
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  menu_item Lesson 3: Aligning EE
      Strategies

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  menu_item Lesson 4: Assessing EE
      Strategies of the
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Aligning Experience Economy Strategies: Importance of a Consistent Image for a Multi-Channel Business

A “multi-channel” business markets or sells through more than one distribution channel, such as physical stores, catalogs, direct mail, and Web sites. A Web site may not be set up to complete an actual online sales transaction, but the site is still marketing the business to existing and potential customers. It helps the customer develop impressions about the business.

The image projected by the company’s Web site includes the message the business wants to project, including the experience it plans to create for the customer.  The impression is what the customer actually perceives (believes or feels) about the business, including experiences fostered by the image.

image and impression


 
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Web site and all contents © Copyright SRDC 2009, All rights reserved.
CSREES These materials were developed as part of the Southern Rural Development Center’s National e-Commerce Extension Initiative. They are based upon work supported by the Cooperative State Research, Education, and Extension Service, U.S. Department of Agriculture, under Award No. 2005-45064-03212

Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Southern Rural Development Center.