The luxury car brand Lexus has worked with the Multi-channel Marketing Best Practice Club at the Cranfield School of Management, UK to assess the relative importance of consistency between channels. The pertinent results of this study are presented in Table 2.6. It can be seen that, as might be expected, the showroom experience is very important to the overall attitude towards the brand and purchase intent. The importance of the web site experience quality is also notable and especially its role in the propensity to recommend - the Lexus customer can readily recommend the web site to a friend or a colleague. So, it is the interactive channels that deliver the best experience, as would be expected.
Was this article helpful?
Have you ever wondered how people make money through the internet by doing almost nothing? The Secret ADSENSE, Googles Online Advertising Program. What is AdSense? How to get registered with AdSense Programs? What are the different types of AdSense programs? What are the tips and tricks for earning more through AdSense? How do I stop the Ads of competitors from appearing on my website? How do I get paid? Do I get reports for analyzing the performance of my website?