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Cross-Channel-Management
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Der Multi-Channel-Handel wird in fast allen Warengruppen bis 2015 signifikant wachsen. Die Kombination von elektronischen Online- und stationren Offline-Kanlen sowie das Channel-Hopping ist zunehmend Wunsch der Kunden und erweist sich fr den Multi-Channel-Hndler als zentraler Wettbewerbsfaktor. Der Erfolg eines Multi-Channel-Systems hngt jedoch mageblich davon ab, wie gut die Hrden aus Kundensicht und operativer Sicht berwunden werden. Dieses ist wesentliche Aufgabe des Cross-Channel-Managements, das vor allem in den USA zu einem gngigen Begriff fr die integrative Ausgestaltung von Multi-Channel-Systemen geworden ist.
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