Cross Channel (also know as multichannel) refers to the act of beginning a communication, or buying cycle, on one channel and crossing into another channel to continue it there.
Here is an example:
You are shopping for a new car and narrow down your choice of car make and model while looking on the internet. However, the exact car and financing was still sold to you the old-fashioned way – offline or rather by a salesperson at the dealership.
This is an example of a multichannel business – a business that interacts with its customers through multiple media like a telephone, store, and website.
Source: Multichannel Marketing by Akin Arikan
