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5  Channel integration initiatives These may reference any of the strategies 

above.

•  Offline retailer launches ‘click and

reserve’ service

•  Digital facilities introduced in-store

•  Integration of mobile marketing into

direct mail or email campaigns

6  Enhance marketing 

capabilities through site 

infrastructure improvements

These typically involve ‘ back‑  end or  back‑ 

 office features’ which won’t be evident 

to users of the site, but will help in the 

management or administration of the site. 

Will often involve improving customer 

insight capabilities.

•  CRM or personalisation

•  Content management system

•  Performance improvement –

improve management information, 

web analytics systems including 

systems for multivariate and  

AB testing

•  Improve customer feedback or

other customer survey facilities

•  Update development approach for

introducing new functionality

Shopping Test (Box 8.1), for reviewing the likely strategic importance of the Internet to a 

company as developed by de  Kare-  Silver (2000), is still relevant today since the drivers for 

online against offline services remain similar.