Cross-channel selling focuses on a consistent message across channels and lets customers choose how and where to make a purchase. For example, a customer might see a product they want in a company’s catalogue, website, or brick-and-mortar store. And then purchase it however is most convenient.
Here are some common misconceptions about cross-channel selling:
1) Customers typically rely on one channel when making purchases
Not so. Nevertheless, there may be eBay sellers and others who shy away from the concept of cross-channel selling. Maybe they think it will be too much work or too complicated or not relevant to them.
All of which can lead to the above assumption.
But sellers ought to note that, as ecommerce writer Michael-Jon Lazar, quoting a statistic from Wharton, points out, about 66% of online shoppers rely on more than one channel for purchases.
2) Sellers should provide the same offerings on all channels
If you subscribe to this theory you may be underestimating the particularities of each channel – and this can lead to missed opportunities!
To put it another way, get to know the differences between your demographics (age, location, etc) and how they shop. Only then can you determine the best offerings for each channel.
3) A good strategy is to increase product lines across channels
No. This is, in fact, a bad strategy. Why? Because of the 80/20 rule.
Here’s what I mean. If you look at your product portfolio carefully, odds are that 80% of your profits are coming from 20% of your products.
So whether through shopify, eBay, or elsewhere, cross-channel selling can provide strategic data about your products to help you slim down inventory and improve business.
4) Cross-channel selling is the same as multichannel selling
Yes and no. They are similar concepts, but with some subtle differences.
Multichannel refers to selling through more than one channel, but with each managed as a separate entity. In short, its focus is in engaging the customer to buy across multiple touch points.
In contrast, cross-channel selling focuses on a seamless consistency to create a seamless customer experience, regardless of channel.
My next post will be Part 2 of this article.
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