What is Cross Channel Strategy

Developments in digital marketing technologies have caused the channels in which retailers communicate and interact with their customers to be fragmented. Retailers provide products, services, and information to their customers by using traditional, digital, and social media along with sales channels such as physical stores, websites, and mobile applications. In this context, it is necessary to create integration and synergy between all these channels and touchpoints interacting with the customer. The omnichannel retailing strategy helps companies create a seamless customer experience by addressing all channels and touchpoints within a unified approach. Therefore, in this chapter, the customer experience and omnichannel strategy are defined, and the applications, attributes, or components that should be provided in the omnichannel environment for a comprehensive retail customer experience are discussed with a literature-based exploratory research approach.