They clearly are not as the purchasing method is different, you said so yourself. Fulfilment by a different channel means it is a different product. The channel or route to market is integral to the product. Thats why Netflix is here and Blockbusters isn't.
I think what you may be referring to is channel conflict or overlap, where the route to market is not sufficiently isolated. That is why I get fed up with "introductory offers" by people like BT, as well as insurance companies, when they seek to charge me more for an element of the offer than they do for new customers.
Consumers may not like it, but it is a legitimate tactic even it doesn't engender loyalty. Not that Michael O'Leary has ever worried about loyalty and it doesn't seem to have held him back.
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