Focus about cross-channel and cross-device

Cross-channel and cross-device illustrates the phenomenon of different connected selling techniques. Customers and consumers use many devices and channels to buy one or several products. Companies must pay a little more attention to meet the client’s requirements, like informations or advices before buying. So, take stock of the situation.

Source :

Source :

Cross-channel and cross-device in customer relationship management

Cross-channel aims at mixing different sales channels so as to buy a same product for example. There are several channels like drives, connected stores, web sites, social networks or shops… Indeed, customers can inquire about product at a point of sale to buy it online. Then, they can modify it thanks to interactive terminals. Finally, customers validate the purchase on bar code thanks to an application for smartphones. Companies want to satisfy their customers, that’s why they tend to use all channels to improve their canvass. Not only firms use web-to-store, like click & collect, pick-up in store, productor locator, but also other methods like web-in-store, store-to-web, SoLoMo …

Cross-device allows consumers to connect to the Internet thanks to various devices like smartphones, computers (P.C. or laptop), interactive terminals, tablets…There are two types of multi-screening. On the one hand, a sequential type permits customers to move from one device to another at different times. On the other hand, a simultaneous type permits customers to use multiple devices at the same time for either a related activity (complementary usage) or an unrelated activity (multi-tasking).

Source : The New Multi-Screen World Report – Google / Ipsos / Sterling 2012

Source : The New Multi-Screen World Report – Google / Ipsos / Sterling 2012

When companies choose a cross-channel strategy, they benefit from a growth of turnover thanks to cross-sales. A decrease in costs is possible too because resources are centralized. Then, the improvement in customer relationship management is an advantage too. Indeed, cross-channel allows companies to attract new consumers interest and to develop customer’s loyalty. These data can be the products that customers want to buy. Their social and geographical criterions and their age are included in these data.

Nevertheless, there are three main drawbacks. Firstly, expenses of reorganization and staff training are high to bring up customers information to date. Secondly, logistics must fit digital so as to know live available stocks. Thirdly, data must be synchronized in real-time between the different channels.

The U.S.A. and the U.K. are better than France due to many reasons

With reference to cross-channel strategy, the United States of America and the United Kingdom are better than the other countries in the world. Their market is the most mature thanks to a better mobil commerce, a wider online product range and a deeper online product range. Other points show that the U.S.A. and the U.K. are the best countries in this strategy. There are return online orders to store, ease and convenience of store returns. Product in stock at store level, click-and-collect, and gift card redemption in both channels are included in this observation too.
As for France, problems are various. Firstly, France is late because it was hesitant for a long time to choose this cross-channel strategy. Secondly, 58 % of french cybersurfers felt less safe about online payment on another electronic device than on computer in 2013. Yet, more mobile web applications and payment on other devices become necessary in a cross-channel strategy. In the future, connected stores and social media companies have to be more important in France too.

Source : Ebeltoft Group’s 2014 Global Cross Channel Retail Report

Etudiant en Master 2 Droit de l’économie numérique à l’université de Strasbourg (67)

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