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Cross-channel

 Cross-channel shopping, also referred to as ‘precision shopping,’ ‘multi-channel shopping,’ or ‘web-influenced offline sales,’ describes the practice of shoppers researching a product or service online, e.g. keyword search, retail websites, etc., and then purchasing the product or service at a bricks and mortar store.

Although Cross-channel shopping was initially used to describe the online to offline shopping, where shoppers would research a product or service online via keyword search or retail websites but choose to make their purchase at a bricks and mortar store. Multichannel/cross-channel shopping behavior can occur via offline to online channel, such as when a shopper examines a product at a retail location, but decides to purchase online for cost savings or a wider range of selection.
 
According to eMarketer estimates, 2007 store sales influenced by online research (also referred to as ‘web-influenced sales,’ ‘offline sales,’ or ‘precision shopping’) totaled $471 billion, 3.5 times higher than comparative retail e-commerce sales of just $136 billion.

Both eMarketer and Forrester Research highlight the growing importance of utilizing web marketing to reach cross-channel shoppers because of the appeal of cross-channels shopping to buyers; they can obtain a product immediately, see and touch it before they buy, and avoid shipping costs.

 
See also:
Marketing Channel
Communication Channel
Service Channel
Channel Integration
Distribution Channel
Multichannel
 
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