Multichannel-Integration – Eine organisationale Netzwerk-Perspektive (English shop)

Preview

Table of Contents, PDF (180 KB)
Extract, PDF (1000 KB)

Digitalisation and the ubiquity of information have reinforced the trend towards new, innovative sales channels. To achieve broad distribution coverage, a company today must be present in all channels relevant to the customer and manage these channels very effectively. Customers expect a seamless, cross-channel shopping experience — a so-called omnichannel experience — along the customer journey, the customer’s path through the purchase phases. This requires close internal networking and cooperation between sales channels, that is, multichannel integration. An empirical study based on network theory shows that a higher degree of multichannel integration pays off with regard to optimising conflict levels and performance, and that customer orientation as well as agile organisational structures play a decisive role in this. The roadmap to a company’s multichannel integration enables a realistic assessment of the integration stage a company has reached and sets out clear steps for achieving omnichannel excellence.