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What is right channelling? Explain with help of examples.

1. Prioritization of different communications channels to achieve different e-Business objectives is an important aspect of e-Business strategy.
2. It is necessary to identify which strategies will be pursued, set objectives for them and then define approaches to encourage customers to adopt the appropriate channel.
3. This approach is referred to as “Right Channelling”.
4. Thus, Right Channelling involves devising a contract strategy and tactics, support by technology to reach:

• The Right Person
• At the Right Time
• Using the Right Communications Channel
• With a relevant offer, Product or Message
• True right-channelling is only possible with a marketing platform with the following four attributes: a real-time, 360-degree customer view encompassing all known and inferred information; seamless channel integration, which allows a single campaign or message to be rendered and delivered across channels; a central offer engine containing the business rules that drive message or offer selection across channels; and high-volume automation for effectively scaling right-channelling, no matter how large the customer base.
• One example of successful right-channelling comes from Debenhams, the second largest retail department store chain in the UK. Debenhams sends its customers personalised marketing communications via email and mobile. Because both channels are managed from a single marketing platform, the retailer is able to channel select according to customer opt-ins and preferences, as well as execute cross-channel campaigns driven by a centralised marketing database.