A company’s parking lot is an independent channel to the customer and gives an outside impression of the company’s headquarters (channel no. 59). How easy it is to find, the size of the parking space, and also the charges to be paid have an influence on the customer’s shopping experi- ence and on the probability of a return visit.
The pricetag displays the purchase price on the product and/or on the shelf. It often contains additional information or contains the barcode for scanning (channel no. 98) at the cash desk. Electronic shelf labels (ESL) are a more recent development and are controlled centrally.
A website optimised for desktops is a website that is designed for stationary devices such as desktop PCs or laptops. It can only be used to a limited extent on smaller screens, such as smartphones or tablets. Companies are now frequently using mobile-optimised websites (channel no. 128).