Toward Cross-Channel Management : A Comprehensive Guide for Retail Firms

New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers. Outstanding holistic management approach Only book on the topic that is suitable for both retailers and manufacturers around the world Valuable insights for academics and practitioners

New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness.

Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels – an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels.

With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.

New technologies inspire customers to switch between online and offline channels when shopping. Retailers aspire to offer their customers a seamless shopping experience via cross-channel management. However, orchestrating various touch-points is a complex task that raises many questions. With the help of 71 interviews with managers in retailing, this book offers a guideline to develop the successful path towards cross-channel management In the age of cross-channel commerce, successful firms must identify, develop, and implement the right cross-channel services to attract and satisfy their target customers. This book aims to assist multi-channel players to increase their company's performance and enhance their overall value proposition by showing how to select the appropriate cross-channel strategy and how to establish synergies between online and offline channels Biographical note: Dr. Felix Brunner (Migros Genossenschaftsbund, Zurich); Prof. Dr. Thomas Rudolph (University of St. Gallen)