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1 

Communicate the benefits of using e-channels

2 

Prioritise audiences or partners targeted for e-channel adoption

3 

Prioritise products sold or purchased through e-channels

4 

Achieve our e-channel targets.

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Digital channel strategies thrive on creating differential value for all parties to a transaction.

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But digital channels do not exist in isolation, so we still need to manage channel integra-

tion and acknowledge that the adoption of digital channels will not be appropriate for all 

products or services or generate sufficient value for all partners. This selective adoption of 

e-channels is sometimes referred to as ‘ right-  channelling’ in a  sell-  side e-commerce con-

text (as shown in Table 5.9).  Right-  channelling can be summarised as:

–  Reaching the right customer

–  Using the right channel

–  With the right message or offering

–  At the right time.

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Digital business strategy also defines how an organisation gains value internally from 

using electronic networks, such as through sharing employee knowledge and improving 

process efficiencies through intranets.

As an example of how an digital channel strategy was implemented and communicated to 

an audience, see Mini case study 5.1: BA asks ‘Have you clicked yet?’ This shows how BA 

communicates its new digital channel strategy to its customers in order to show them the 

differential benefits of their using the channel, and so change their behaviour. BA would 

use ‘ right-  channelling’ by targeting a younger, more professional audience for adoption of 

e-channels, while using traditional channels of phone and post to communicate with less 

 web-  savvy customers who prefer to use these media.