Approaches for Steering Multichannel Retail Companies

  • Philipp Graf von Arnim


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.


Customer centricity Customer lifetime value E-commerce Performance management Multichannel controlling Omnichannel controlling 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Philipp Graf von Arnim
    • 1
  1. 1.Retail and Consumer Goods, Horváth & PartnersHamburgGermany

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