Multichannel Management: Structure Determined by Measurement and Allocation

There’s a growing understanding of how consumers are shopping, and some marketers are adjusting accordingly. Multichannel big box electronics retailer Best Buy reports into a new multichannel capability, said Lissa Gatz, director - customer experience for BestBuy.com. “That’s a great opportunity to get some focus,” she said. “We have a focus on who our customers are, how they want to shop, be it online, store, home service or call center.”