Objectives of knowledge management

Multichannel 
(omnichannel) digital 
business strategy
Defines how different 
marketing and supply 
chain channels should 
integrate and support 
each other to drive 
business efficiency 
and effectiveness. As 
noted in Chapter 1, 
in 2012– 13 the term 
omnichannel became 
used, particularly in the 
retail sector, to reference 
the importance of 
customer touchpoints on 
social media and mobile 
platforms.
Mini Case Study 5.1
In 2004, British Airways launched online services which allowed customers to take control of the booking 
process, so combining new services with reduced costs. BA decided to develop a specific online ad cam‑
paign to create awareness and encourage usage of its Online Value Proposition (OVP). BA’s UK marketing 
manager said about the objective:
British Airways is leading the way in innovating technology to simplify our customers’ journey through the 
airport. The role of this campaign was to give a strong message about what is now available online, over 
and above booking tickets.
BA asks ‘Have you clicked yet?’
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Part 2
Strategy and applications
The aim of the campaign was to educate and change the way in which BA’s customers behave before, 
while and after they travel. The campaign focussed on the key benefits of the new online services – speed, 
ease and convenience – and promoted the ability to check in online and print out a boarding pass. The 
two main target audiences were quite different, early adopters and those who use the web occasion‑
ally, but don’t rely on it. Early adopters were targeted on sites such as T3.co.uk, Newscientist.com and 
DigitalHomeMag.com. Occasional users were reached through ads on sites such as JazzFM.com, Vogue.
com and Menshealth.com.
Traditional media used to deliver the ‘Have you clicked yet?’ message included print, TV and outdoor 
media. The print ad copy, which details the OVP, was:
Your computer is now the airport. Check in online, print your own boarding pass, choose your seat, change 
your booking card and even find hire cars and hotels. Simple.
A range of digital media were used, including ATMs, outdoor LCD transvision screens such as those in 
London rail stations which included Bluecasting where commuters could receive a video on their Bluetooth‑ 
enabled mobile phone, and digital escalator panels. More than 650,000 consumers interacted with the ATM 
screen creative. Online ads included overlays and skyscrapers which showed a consumer using their com‑
puter, printing out a ticket and walking across the screen to the airport. Such rich‑ media campaigns gener‑
ated 17% clickthrough and 15% interaction. The website used in the campaign is shown in Figure 5.3.
Figure 5.3
BA communicates its online value proposition
Source
: Based on 
Revolution
(2005); wwwbritishairways.com.
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