The document discusses identifying the role of online channels within a multichannel strategy. It recommends a three step process: 1) Understand customers, their missions and needs; 2) Understand channel strengths and weaknesses; 3) Blend understanding to create a customer-focused strategy. The role of online needs consideration as part of understanding channels and applying value at the right touchpoints for customers during their purchase journeys. Charts show how customer purchase selections vary across and within categories online.