The term “multi-channel” refers to the experience of a customer who makes a purchase or converts using the multiple channels and platforms made available by a company. Some of examples of these different channels and platforms: brick-and-mortar stores, product catalogs, websites and mobile sites, mobile paplications, or TV ads. The challenge for companies is adapting their strategies to each channel in order to maximise the performance of each.
See also: Cross-channel
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