Approaches for Steering Multichannel Retail Companies

Philipp Graf von Arnim
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Philipp Graf von Arnim: Retail and Consumer Goods, Horváth & Partners

A chapter in Performance Management in Retail and the Consumer Goods Industry, 2019, pp 69-84 from Springer

Abstract: Abstract This contribution explains steering concepts for multichannel business models. In doing so, the scope and characteristics of single channels (stationary, print, and online) and the objective of a multichannel strategy are described first. Resulting challenges for management accounting are derived. The solution comprises the adaption of general steering dimensions with a focus on the customer perspective. Modern approaches for the steering of “customers” in a multichannel context are explained. Further typical performance indicators are highlighted to observe multichannel developments.

Keywords: Customer centricity; Customer lifetime value; E-commerce; Performance management; Multichannel controlling; Omnichannel controlling (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-12730-5_5

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DOI: 10.1007/978-3-030-12730-5_5

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