3 Minutes To Understand Cross-Channel Strategy

3 Minutes To Understand Cross-Channel Strategy

With the advent of technology and the Internet, consumers are now doing their shopping online. This is why more and more companies are going digital. They have even managed to develop much more effective strategies, namely the cross-channel strategy. What is it? How can we create it? What are the tools to use? So, without further ado, let’s dive into this blog and learn some of the things everyone ought to know and understand about cross-channel strategy.

What is a cross-channel strategy?


Cross channel is a marketing strategy that concentrates and brings together the different distribution channels of companies in order to make them complementary. The goal is, above all, to reflect a coherent image to the consumer, whatever the point of contact he uses. In other words, instead of putting physical and virtual points of sale in competition and the different communication channels (website, social networks, catalog, etc.), they are linked and work together. Cross-channel makes the customer journey smoother and improves the buying experience.

For example, a consumer sees a product in a catalog. He then looks for information on the brand’s e-commerce site, orders it by click, and collects. He pays directly online and collects his purchase in-store. His article is prepared and waiting for him at the reception desk, and he doesn’t have to wander around the store to find it or wait at the checkout. In this case, it’s a considerable time saving, and it’s a winning bet if the goal of the store is to reduce the waiting time at the checkout.

How do you create a cross-channel strategy?

The goal of a cross-channel strategy is simple: to encourage Internet users to connect with a brand. To achieve this, you need to follow these steps:

Step 1: Define your objectives

Incentivize consumers to buy. Whatever your objectives, the most important thing is to make sure they are achievable, measurable, and specific.

Step 2: Determine the target audience


Once you have defined your objectives, you must now define the audience you want to target. To do this, the best solution is to choose the prospects who can consume your products. However, there are criteria to consider when choosing, including the following demographics and professional data:

  • Level of education
  • Gender
  • Age
  • Income level
  • Job title
  • Seniority

This information helps you find customers who are likely to consume and buy your products.

Step 3: Map consumer journeys

Knowing the audience’s situation is not enough. You also need to determine their behavior. In other words, investigate how they interact with your brand during the buying process.

Step 4: Make the right choice of channels

The choice of channels depends mainly on how you want to convey your message to customers. To attract them to your focal point and get them to buy, you need to identify where they spend the most time. Here’s an example:

For your information, a B2C buyer spends a lot of time on the net and on social networks. In this case, don’t hesitate to use your website and social media. If you want to target a B2B decision maker, go with Linkedin and email marketing.

Furthermore, it is strongly advised to develop relevant content. This is essential if you want to attract attention. White papers, publications on some social networks, blogs, infographics, videos, images… There is no lack of means.

What are the cross-channel strategy tools to use?


The implementation of an effective cross-channel strategy requires the use of specific tools. Thanks to the marketing funnel, these marketing tools include different features that can promote engagement and ensure lead development. This makes it easier to manage the channels, know the consumers’ behaviors, and understand how they interact with your brand.

Sound off in the comments section below and tell us what you want to read next and if you want to read more about cross-channel strategy.