Better customer service and the corresponding increase in customer loyalty and overall spend are frequently cited as the reasons multi-channel retailers are more profitable than pure-play e-tailers and traditional bricks and mortar organisations. This implies that multi-channel retailers need a strong service brand to achieve the benefits of multi-channel e-commerce. Considerable literature exists on services branding and on multi-channel e-commerce strategy but few studies have explored the relationship between the two. In this work-in-progress we discuss the importance of services branding in multi-channel e-commerce and develop a research framework for the impact of multi-channel e-commerce strategy elements on services branding.