Within the logistics, a distribution channel is understood to mean every way through which suppliers and customers can be delivered and through which suppliers and customers can communicate with each other.
Examples: A supermarket, a visit to a consultant’s house, a telephone conversation, a letter, an e-mail, a text message, surfing the web, chatting, et cetera.
In the past, companies mainly used a single distribution channel; the grocer had a shop and the colporteur came to the door. With the emergence of the call center and the internet, companies have started to use more and more distribution channels side by side and from one distribution channel (Monochannel) to more channels (Multichannel distribution).
Where Multichanneling is focused on separate channels, Cross channeling is focused on the added value of cooperating distribution channels. After all, a customer can visit a store at the same company, call the call center or surf to that company’s website and then expect these distribution channels to exchange data and collaborate with each other.
Cross channeling is a form of distribution where the customer is central and chooses itself through which distribution channel or channels he products or a services or wants to communicate. Cross channeling is a logical development that companies go through when they use different distribution channels.