The customer spending map : a framework for omnichannel excellence

Prof. Dr. Thomas Rudolph, Dr. Matthias Eggenschwiler, Dr. Andreas Hauschke

As omnichannel shopping is becoming the norm, new tools are required for managing customer touchpoints. This article introduces a novel customer-oriented framework that combines three important levels of customer journey analysis. By identifying eight mutually exclusive customer segments, the customer spending map enables omnichannel managers to steer customer journeys more profitably.

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Year of publication:	2025
Authors:	Rudolph, Thomas ; Eggenschwiler, Matthias ; Hauschke, Andreas
Published in:	Marketing Review St. Gallen : die neue Thexis-Marketingfachzeitschrift für Theorie und Praxis. - St. Gallen : Thexis Verlag, ISSN 1865-7516, ZDB-ID 2425938-X. - Vol. 42.2025, 2, p. 50-57
Subject:	Beziehungsmarketing \| Relationship marketing \| Multikanalvertrieb \| Multichannel strategy \| Konsumentenverhalten \| Consumer behaviour

Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Notes:	Volltext nicht verfügbar
Source:	ECONIS - Online Catalogue of the ZBW

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