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Chapter 5 E-business strategy 263

The characteristics of a multi-channel e-business strategy are:
E-business strategy is a channel strategy;
Specific e-business objectives need to be set to benchmark adoption of e-channels;
E-business strategy defines how we should:
Communicate the benefits of using e-channels
1 Prioritize audiences or partners targeted for e-channel adoption
2 Prioritize products sold or purchased through e-channel
3 Achieve our e-channel targets;
E-channel strategies thrive on creating differential value for all parties to a transaction;
But e-channels do not exist in isolation, so we still need to manage channel integration and
acknowledge that the adoption of e-channels will not be appropriate for all products or ser-
vices or generate sufficient value for all partners. This selective adoption of e-channels by
business according to product or stakeholder preference is sometimes referred to as ‘right-
channelling’ in a sell-side e-commerce context. Right-channelling can be summarized as:
– Reaching the right customer
– Using the right channel
– With the right message or offering
– At the right time;
E-business strategy also defines how an organization 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 e-channel strategy is implemented and communicated to an audi-
ence, see Mini Case Study 5.1: BA asks ‘Have you clicked yet?’ This shows how BA
communicates its new e-channel strategy to its customers in order to show them the differ-
ential 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.

Mini Case Study 5.1 BA asks ‘Have you clicked yet?’

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

campaign 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.
The aim of the campaign was to develop a campaign that educated and changed the way in which BA’s
customers behave before, while and after they travel. The campaign focused 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
occasionally, 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.