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.