Define a cross-channel consumer, and explain why they are important to marketers.

A cross-channel consumer is an online consumer who researches products online and then purchases them at a retail store or shops offline and buys online. The prominence of cross-channel consumers has focused increased attention on multichannel marketing. Multichannel marketing is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and marketspace-the cross-channel consumer.