There is no real support for multichannel issues, neither online nor in libraries. This inspired us to create the 2015 Multichannel Guidelines. These guidelines are the first in a series that aims to provide managers with ongoing support in meeting the challenges and seizing the opportunities of multichannel business.
Multichannel as a competitive advantage
New technologies offer new possibilities. In the past, this has always led to restructuring in the market. The Multichannel Guidelines provide managers and experts with an overview of current opportunities. Read these guidelines to find out how you can turn the rapidly growing number of communication and sales channels from a challenge into a competitive edge. This much we can already reveal: you will first need to have consistent data, stable processes, and an appropriate organisational model before you can even begin to think about introducing new channels and touch points.
Author of the Guidelines
Jonathan Möller, author and founder of foryouandyourcustomers, is an e-commerce pioneer and a multichannel business expert. He is married and lives with his family in Grüt (near Zurich), Switzerland. He has been advising companies in Europe since 1996 and has founded and helped to develop three international companies with several hundred employees.
His customers include Bank for International Settlements, Bobcat, Bridgestone, Coca-Cola, Danone, Distrelec, Elektro-Material, de Bijenkorf, Fabory, Freitag, Hansgrohe, Hewlett-Packard, Hornbach, Hostelling International, Kleertjes, Liebherr, Mammut, Migros, Mövenpick, OPO Oeschger, Phonak, Puma, Richemont, Roche, Swiss Federal Railways (SBB), Swiss International Air Lines, Syngenta, Takeda, and Tamedia.