New digital devices enable consumers to ubiquitously access the Internet and inspire them to
switch between online and offline channels when shopping - a phenomenon extant research on
consumer behavior terms cross-channel shopping. This considerable change in consumer behavior
offers great potential for retailers worldwide to strengthen their competitiveness. Today
retail incumbents aspire to integrate their channels to offer compelling switching
opportunities among all online and offline channels - an approach we coin cross-channel
management. However addressing cross-channel shoppers may entail a rise in business model
complexity which can only be tackled by installing a firm-wide strategic change process. Set
against this transformative background this book offers insight into how firms can overcome
said inertia and successfully transform their current channel specific business model to a much
more integrated system of online and offline channels. With the help of 71 interviews with top
and middle managers in retailing this book derives a variety of recommendations in the field
of cross-channel management for retailers and manufacturers.
