In the digital age, companies are faced with a multitude of channels to interact with their customers: physical stores, websites, mobile applications, social networks… The points of contact are multiplying and diversifying. To take advantage of this diversity and offer a consistent and fluid customer experience, companies are increasingly turning to a cross-channel strategy. But what is a cross-channel strategy, and why is it crucial for modern businesses? This article explores this strategic approach in detail, its benefits, its challenges, as well as real-world examples of companies that have successfully made the transition to cross-channel.
Defining the cross-channel strategy
A cross-channel strategy is a marketing approach which consists of using and integrate multiple communication channels and distribution in a consistent manner to interact with customers. Unlike a multichannel strategy Where channels operate independently, the cross-channel strategy aims to create synergy between the different touchpoints. The goal is to allow customers to easily move from one channel to another while benefiting from a unified and personalized experience.
For example, a customer may start their shopping journey by viewing a product on a mobile app, continue their search on a website, and finally complete their purchase in-store. A cross-channel strategy helps streamline this journey by ensuring that information is synchronized and the customer experience is consistent, regardless of the channel used.
Examples of Cross-Channel Strategies
To better understand cross-channel strategy, here are some examples that you may have already encountered:
- Click and Collect (Buy online, pick up in store)
The service click and collect is a classic example of a cross-channel strategy. Customers can order products online and choose to pick them up in a physical store. This avoids delivery costs and offers a fast alternative for customers who want to collect their purchases quickly.
Example: Decathlon offers its customers the option to order online and pick up their items in store in less than an hour. The customer places the order on the website or via the app, then receives a notification when the product is ready to be picked up in store.
- Click and Reserve (Reserve online, purchase in store)
With Click and Book, customers can reserve a product online without paying for it immediately, then go to the store to try it on and complete the purchase. This service combines the convenience of online research with the benefit of trying the product in store before purchasing.
Example: JULES offers its customers the opportunity to order online and pick up their items in store in less than an hour. This allows the customer to try on the items before purchasing them. The items are set aside for 48 hours.
- Order on an interactive terminal
The interactive kiosk represents a digital channel used inside the physical store. You place the order through the digital kiosk, but you pick up the order in the same physical space, thus creating an interaction between two channels.
Examples: Fast food chains like Burger King, Quick, McDonald’s… They are classic examples of this approach. Customers can order on an interactive kiosk, customize their meal, pay directly via the kiosk, and then pick up their order at the counter or have it served at the table. This process combines the convenience of digital with the physical experience of the restaurant.
- Flexible returns (Return to store after online purchase)
Many companies offer the option to return products purchased online in-store. This simplifies the returns process for customers and strengthens the connection between online and physical channels.
Example: Zara allows customers to return items purchased online directly to the store, at no additional cost. The customer can simply bring the product with the electronic receipt to obtain a refund or exchange.
- Synchronized promotional campaigns
Cross-channel promotional campaigns allow you to synchronize offers and promotions across multiple channels to ensure consistency. For example, a promotion seen on social media or via email can be applied in-store or online, depending on the customer’s preference.
Examples: Nike often runs promotions that are valid on its website, mobile app, and physical stores. Customers can see a promotion on Instagram, click to learn more, and redeem the offer online or in-store.
By establishing a strategy like this, you define a specific role for each communication channel and set clear expectations for each.
Benefits of a cross-channel strategy
Adopting a cross-channel strategy offers several major advantages for businesses:
- Improved customer experience: By providing a seamless and consistent experience, businesses can improve customer satisfaction, build customer loyalty, and strengthen their brand image.
- Sales increase : A well-executed cross-channel strategy can drive sales by facilitating the purchasing journey and delivering personalized offers that better meet customer needs.
- Data gathering : Cross-channel helps to better understand customer behaviors by collecting data across all interactions. This information can then be used to refine marketing strategies and anticipate customer needs.
- Differentiation and competitiveness strategy: In a market where customers are increasingly demanding, a cross-channel strategy allows companies to differentiate themselves by offering a superior customer experience. This can constitute a significant competitive advantage.
Key elements and implementation of a cross-channel strategy
- Understanding customer needs and behaviors
Identify your customers’ typical buying journeys. Which channels do they use at each stage of their journey (information search, comparison, purchase, after-sales service)? To do this, you can use tools such as personas, Customer Journey Mapping, Service Blueprint, as well as conduct interviews and surveys.
- Aligning business goals with cross-channel strategy
Clearly define the objectives, What are the expected results of the cross-channel strategy? This can include increasing sales, improving customer experience, loyalty, etc. Identify the most critical channels to achieve your objectives and prioritize them for a smooth integration.
- Channel selection
Identify the channels that are most suited to your target audience to achieve your goals. For example, if the goal is to build customer loyalty, it may be important to prioritize direct communication channels such as emails or push notifications. Determine which channels will be integrated into your strategy based on their importance to your customers and their alignment with your business goals. The goal is not to multiply channels, but to understand and leverage them correctly according to the defined objectives and to create a consistent experience.
- Technological integration
An effective cross-channel strategy relies on the ability to collect and analyze data from different channels. This includes information on purchasing behaviors, customer preferences, and interactions with different touchpoints. This data must be centralized to provide a comprehensive view of the customer journey and enable personalized offers.
Use a CRM (Customer Relationship Management) platform or an omnichannel management platform to centralize all customer data and share it across channels. Ensure that data (inventory, customer information, purchase history, etc.) is synchronized in real time between different channels. Ensure that point-of-sale (POS) systems, e-commerce platforms, mobile applications and interactive kiosks are compatible and can communicate with each other.
- Optimization of communication channels and unification
For the experience to be perceived as seamless by the customer, marketing messages and product information must be consistent across channels. This means that the customer must be able to navigate between channels without encountering discontinuities, whether in interacting with customer service, tracking orders, or accessing product information.
For example, promotions and prices should be the same online and in-store, or if differences exist, they should be clearly communicated. Unified Customer Experience One of the main goals of cross-channel is to create a seamless customer experience.
- Analysis of KPI data and user feedback
After analyzing and defining your strategy, it is time to offer new services to your customers, such as click and collect, online reservation (e-reserve) or in-store return. Also define performance indicators to adjust this strategy, such as conversion rate, customer satisfaction, waiting time, etc., and measure the interaction between channels (for example, the in-store pick-up rate after an online order). Pay attention to your users' feedback and collect their opinions to propose continuous improvements, in order to remain competitive in the market.
Challenges and obstacles to overcome
Despite its many benefits, implementing a cross-channel strategy can present significant challenges such as organizational complexity, integrating different channels in a coherent manner requires effective coordination between several departments of the company. This can involve organizational changes, such as creating new teams dedicated to cross-channel or revising existing processes. But it is also a technological investment because it plays a crucial role in the success of a cross-channel strategy, but it can also represent a significant cost. Companies must be prepared to invest in tools and platforms capable of centralizing data and managing interactions between channels because collecting and analyzing data from various channels can be complex, especially when the sources of information are numerous and heterogeneous. Companies must put in place effective strategies to manage this data in order to guarantee its quality and relevance.
Conclusion
Cross-channel strategy is essential today for companies that want to offer a quality customer experience and stand out in a competitive environment. By integrating the different touchpoints and offering a seamless experience, companies can not only improve customer satisfaction, but also increase their sales and strengthen their market position. However, implementing such a strategy requires careful planning, significant technological investment, and adequate team training. For those who manage to meet these challenges, cross-channel can become a powerful lever for sustainable growth.
Anaëlle Staelen, UX/UI designer and Product designer at UX-Republic