Multichannel Management: Structure Determined by Measurement and Allocation

From Urban Outfitters Direct’s perspective, “it’s always ideal to start out with the customer and work backwards,” says Managing Director Julie Bornstein. “But organizations are always political and there are always issues. So a good way is to sit through how organizations should be structured, gain the perspective of how a top person views it and expects people to view it. The bigger the organization, the more structure you need to put in place and the more data you need to support the direct channel.”