What does cross channel mean?
Cross channel is the opposite of multi-channel.
- Multi channel means that you sell your products via multiple channels. For example, it could be an online store and a physical store. The webshop and the store don't work together, they each have their own business idea, management, departments and employees who work in their own way.
- Cross channel means that you sell your products via multiple channels. For example, it could be a webshop and a physical store. The webshop and the store work together, they have the same business idea, management, departments and employees who work in a similar way.
Already have a store and an online shop today? Then think about whether they work together. If they don't, you'd be wise to start now. Otherwise, you risk angry customers, bad publicity and lost revenue. Because the vast majority of consumers today expect cross-channel.
This means that your business should offer the same products, at the same price and with the same service, no matter how they contact you.
Examples of cross channel
Examples of Cross channel:
- If a customer buys a gift card from you in your store, he/she should also be able to use it online.
- If a customer buys pants from your webshop, he/she should be able to exchange them, both in your store and via the webshop.
In other words, cross-channel means that all trade between your company and customer takes place on the same terms, regardless of which channel is used.
What is cross channel marketing?
Cross channel marketing is again the opposite of multichannel marketing. Although it can be hard for many to tell the difference as both advertise on multiple channels, it's there!
Because when marketing as cross channel, the marketing activities work together. All marketing activities are carefully tailored to the individual customer, with the aim of giving the feeling that the company is marketing itself personally and with one identity.
Knowledge about the potential customer from one channel is applied to the other channels. Therefore, each message can strongly lead to the next message until the potential customer decides to buy a product.
It looks at the customer journey from the customer's perspective - how a combination of messages and channels can create the best interaction, across channels, which gives a greater chance of sales.
