There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Uber has been operational in Nairobi since January this year, and the company's experience in the city has been a sort of test case for what it can learn as it expands internationally