To establish a cross-channel marketing strategy, it is necessary to proceed with the multiplication of communication channels and points of sale. Indeed, the principle of the cross channel is based on their complementarity. The website works in coherence with the social networks page, the physical points of sale and the mobile application. There is no break between them, they are connected. Thus, a customer can order an item on his smartphone or tablet and collect it directly from the store thanks to click and collect. To set up a cross-channel strategy, it is necessary to match the violins between the different purchasing media so that they are completely consistent.