=+ 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.

Web sites play a multifaceted role in multichannel marketing because they can serve as either a delivery or communication channel. In this regard, transactional Web sites are essentially electronic storefronts. They focus principally on converting an online browser into an online, catalog, or in-store buyer using the Web site design elements described earlier.