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Channels are multiplied by companies, in particular in order to gain visibility and cover the entire market in which they operate. Take for example the company Metro, a food and professional equipment wholesaler. is no longer content just to sell its products in the warehouses in which it is established. In order to meet the expectations of its customers and to avoid them making certain trips that could waste their time, Metro has developed a website on which the company makes sales directly online which are then delivered to the purchasing company.
This new point of contact with businesses, with a view to Phone Number Data a multi-channel marketing strategy, has therefore enabled Metro to offer its products via different channels in order to capture more customers. The move to cross-channel to link the different distribution channels To overcome this limitation of channel independence in the context of a multichannel marketing strategy, cross-channel was naturally put in place . A cross-channel marketing strategy consists of streamlining the customer journey by integrating all the channels used by a company, that is to say, making the different channels work together.
Thus, with this strategy, the different channels become complementary and no longer independent of each other. The idea is to make it easier to move from one channel to another and provide customers with a better shopping experience. In B2B, the company Schneider Electric is a good example of implementing a cross-channel marketing strategy. Indeed, this company distributes its products in specialized supermarkets, such as Leroy Merlin or Castorama. It notably has a mobile application "MySchneider" which allows access to tailor-made services at any time, it also maintains a website where all of its products are listed as well as the various services it offers.
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