The Customer Spending Map - A Framework for Omnichannel Excellence

Journal
Marketing Review St.Gallen
Type
journal article
Date Issued
2025
Author(s)
;
;
Abstract
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.
Language
English
HSG Classification
contribution to practical use / society
Refereed
Yes
Volume
2025
Number
2
Start page
50
End page
57
Pages
8
URL
Subject(s)

behavioral science

Division(s)

IRM - Institute of Re...

File(s)
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Rudolph_Eggenschwiler_Hauschke_2025_The Customer Spending Map A Framework for Omnichannel Excellence_MRSG.pdf

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491.13 KB

Format

Adobe PDF

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