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| Author: | Zaharia, S. Strombeck, P. von |
| Title: | Key success factors of Tchibo's multi-channel strategy in German retailing |
| Journal: | European Retail Digest
2002 : DEC, 36, p. 46-50 |
| Index terms: | Companies Markets Distribution channels Electronic commerce Retailing Communication Strategy Germany Europe |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | The article deals with the success factors of a German company, Tchibo and its multi-channel strategy. Tchibo uses four distribution and communication channels, incl. Tchibo online. Other channels are Tchibo owned stores, shop-in-shop partnerships, and mail-order. The company has subsidiaries in European countries, and Russia. |
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