It’s all about strategy. 3 different strategies, actually (cross channel, omni-channel and multi-channel).
Back in the days, brands were only using 3 marketing channels: the phone, mails and their store. Then Internet and new technologies arrived, along with new marketing channels (websites, mobile apps, emails, etc.) and new devices (computers, mobile, tablets, etc.). Today, 70% of French own a smartphone and 6 millions have already used their mobile to purchase a product (source: Fevad).
Consumers are always online, having Internet at their fingertips at all times and using on average 2,8 channels before ordering something — according to iAdvize. So customer experience is more and more cross device. 52% of French say they use several devices when searching for information on a product (source: Criteo). What difference?
