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Please original work Which is better: to buy through one channel or several channels? The obvious answer is to have multiple channels available–order from the Web, make returns at the store, check on delivery by phone - and have all of those contact points able to pick up where they last left off. Is there any advantage to the customer using only one channel? Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one?  Please cite in text references and add weblinks

Please original work Which is better: to buy through one channel or several channels? The obvious answer is to have multiple channels available–order from the Web, make returns at the store, check on delivery by phone - and have all of those contact points able to pick up where they last left off. Is there any advantage to the customer using only one channel? Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one?  Please cite in text references and add weblinks

Marketing
Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter15: Retailing, Direct Marketing, And Wholesaling
Section: Chapter Questions
Problem 5DYMP
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Please original work

Which is better: to buy through one channel or several channels?

The obvious answer is to have multiple channels available–order from the Web, make returns at the store, check on delivery by phone - and have all of those contact points able to pick up where they last left off.

Is there any advantage to the customer using only one channel? Why does research show that customers who use more than one channel are more likely to be more valuable than those who use only one? 

Please cite in text references and add weblinks

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