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 mixed-  mode  buying

 or channel switching. It is a key aspect of devising 

online marketing communications since the customer should be supported in changing 

from one channel to another. Bazett  et al  . (2005) give the example of a  high-  street chain 

that estimated (through credit card tracking) that for every £1 of revenue it takes on the 

web, £3 are spent in-store aft er browsing online – so it has objectives for this and works 

equally hard to help these customers through facilities such as store locators and informa-

tion on stock availability for that store.  

  

● 

  Customer information delivered on the website must be integrated with other databases 

of customer and order information such as those accessed via staff  in the call centre to 

provide what Seybold (1999) calls a ‘360 degree view of the customer’.  

  

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  Th e Internet can be used to support customer service. For example, easyJet ( 

www.easyjet.

com

 ), which receives over half its orders electronically, encourages users to check a list 

of frequently asked questions (FAQs) compiled from previous customer enquiries before 

contacting customer support via phone.