With the growth of digital channels, opportunities for making contact with the final consumer have grown exponentially. When going from a mono-retail, mono-channel environment to a multi-retail, multi-channel one, managerial complexities mount up, and leaving the related complexities to fester could cause conflicts between the diverse channels, damaging the brand equity, customer satisfaction and, consequently, the company’s performance!
Getting the E-Shopping experience right: tips and traps in multi-channel distribution
RINALDI, FRANCESCA ROMANA
2011
Abstract
With the growth of digital channels, opportunities for making contact with the final consumer have grown exponentially. When going from a mono-retail, mono-channel environment to a multi-retail, multi-channel one, managerial complexities mount up, and leaving the related complexities to fester could cause conflicts between the diverse channels, damaging the brand equity, customer satisfaction and, consequently, the company’s performance!
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