This paper explores why some retail banks are more vigorously promoting and have been more successful in changing their distribution channel structure by introducing new electronic channels, such as PC banking and internet banking, than other banks. Ten hypotheses are formulated relating a number of variables to the banks' promotion and successful introduction of the electronic channels. Responses from 60 key managers in the largest retail banks in Denmark indicate that bank size, advantages for the customers and the banks, attention to the future, senior management support, and willingness to cannibalize existing channels may be important factors in explaining the successful introduction of the electronic channels. Further, the results indicate that different attitudes and perceptions are related to different means of attracting customers to the electronic channels. Finally the paper discusses the implications for the banks and other firms of adopting the Internet as a distribution ch..