Developing a matrix of what you sell via what channels, similar to the airline and mobile operator examples illustrated below, seems like a very basic starting point, but the process supports the concept that both flight sales and ancillary revenue opportunities are channel agnostic.

For example, one should offer seat selection across all channels, while dynamically converting the currency and scoring the transaction for fraud.

A mobile operator might sell top-ups, handsets and process bill payments etc. via an online, IVR, text or an ATM network – but may not sell all products across all channels.

Every channel brings its own challenges:

» Selling online is global and requires key decisions about which banks, payment methods, payment provider, fraud management, currency management will be used;

» Telesales tends to be more localised but requires similar key decisions as online sales;

» Retail sales may require customer present technology including chip and pin;

» Recurring and regular payment processing may also be required for ongoing subscription based customers and sales.