#No marketing without a strategy
From the business perspective, it makes sense to maintain or expand a close link between e-commerce and store-based retailing, or to focus entirely on online. Advantages of traditional retail can also be used in the field of e-commerce. For example, online orders could be delivered postage-free to the store of choice or expend special offers for the customers, so that they receive it online as well as at the point of sale. This strengthens an omnipresent market presence.
Cross-media marketing opens up new opportunities to distribute content via different communication channels and to address customers in multiple multimedia ways. This can not only lead to increased identification and loyalty between the customer and the product or company, but also help to increase sales.