A01 chaf6542 06 se fm indd

4 

Identify multichannel behaviour (channel preference). Regardless of the enthusiasm 

of the company for online channels, some customers will prefer using online channels 

and others will prefer traditional channels. This will, to an extent, be indicated by RFM 

and response analysis since customers with a preference for online channels will be more 

responsive and will make more purchases online. Customers that prefer online channels 

can be targeted mainly by online communications such as email, while customers who 

prefer traditional channels can be targeted by traditional communications such as direct 

mail or phone. This is ‘ right-  channelling’ (introduced in Chapter 5).