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Approaches for Steering Multichannel Retail Companies

In: Performance Management in Retail and the Consumer Goods Industry

Author

Listed:
  • Philipp Graf von Arnim

    (Retail and Consumer Goods, Horváth & Partners)

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.

Suggested Citation

  • Philipp Graf von Arnim, 2019. "Approaches for Steering Multichannel Retail Companies," Springer Books, in: Michael Buttkus & Ralf Eberenz (ed.), Performance Management in Retail and the Consumer Goods Industry, pages 69-84, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-12730-5_5
    DOI: 10.1007/978-3-030-12730-5_5
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