By Andreas Pinterits
Because the net has develop into a standard device of everyday life, many businesses have brought e-commerce channels as well as their conventional revenues channels. Such e-commerce channels mostly percentage an analogous markets with conventional channels which exposes them to a collection of probabilities and demanding situations. with the intention to enjoy the possibilities and grasp the demanding situations of e-commerce, a suitable functionality dimension is key. Andreas Pinterits develops a functionality dimension procedure to deal with different standards of offline and on-line revenues channels. the writer discusses diverse tools for measuring consumer channel switching habit in the course of the deciding to buy strategy. eventually, he demonstrates the sensible use of the version by way of exhibit implementation.
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Additional resources for Coordinating Internet Sales with Other Channels
1: Selected performance measurement frameworks The hierarchical design of performance measurement systems can be noticeably observed at the Performance Pyramid Framework. The authors tried to address critics of traditional systems regarding misleading information for strategy implementation, isolated dimensions, lack of internal and external customers and time-lag of bottom line measures [CrLy88]. 3 State of the art of performance measurement frameworks To underpin the mentioned requirements in performance measurement frameworks, the discussion is facilitated by selected examples from literature.
Since he does not want to buy online, the system routes the customer to the nearest store, where he can purchase the product [StAL02]. In some cases, online shops and ofﬂine stores are even more closely connected. On some ecommerce sites, every customer is assigned to a local store [StAL02]. The customer afterwards is treated as if he was a customer of the local store. So the store is able to operate regional marketing, service and so on. If it is beneﬁcial, the bricks and clicks company may also offer self-pickup as a delivery option.
Theoretical work suggests that coordinated multichannel approaches have numerous advantages. Apart from the ability to attract new customers, to satisfy multichannel customers and the possibility to offer new services, bricks and clicks companies can draw advantage from spillover effects that result in purchases and reduced costs in other channels [StAL02]. 7 shows a framework to analyze synergies in bricks and clicks companies. Common capabilities and customers may be established as sources of synergies.
Coordinating Internet Sales with Other Channels by Andreas Pinterits