A cross-channel shopper is an online consumer who researches products online and then purchases them at a

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A cross-channel shopper is an online consumer who researches products online and then purchases them at a retail store. These shoppers are reached through multichannel marketing. Websites play a multifaceted role in multichannel marketing because they can serve as either a delivery or communication channel. In this regard, transactional websites are essentially electronic storefronts. They focus principally on converting an online browser into an online, catalog, or in-store buyer using the website design elements described earlier. On the other hand, promotional websites serve to advertise and promote a company’s products and services and provide information on how items can be used and where they can be purchased.

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