What term describes the process where customers research products in one channel and purchase them in another?

The term that describes the process where customers research products in one channel and purchase them in another is referred to as "channel migration." This concept highlights the behavior of consumers as they navigate different shopping environments—such as online and brick-and-mortar stores—before making a purchase. For instance, a customer might read reviews and compare prices on a retailer's website but ultimately decide to buy the product in a physical store.

Channel migration reflects the increasingly fluid nature of consumer purchasing behavior, particularly in an era where digital and traditional retail channels coexist. Understanding this behavior is crucial for retailers as it allows them to devise strategies to effectively reach customers at multiple points in their buying journey, optimize the shopping experience, and ultimately drive sales.

The other terms listed do not accurately describe this behavior. "Channel surfing" often refers to the casual switching between channels in media consumption rather than in a retail context. "Channel optimization" focuses on improving the efficiency and effectiveness of marketing efforts within specific channels, and "channel engagement" pertains to the interactions and relationships between the brand and customers within various channels, but does not specifically address the cross-channel research and purchasing behavior.