According to The DMA 2005 Multi-Channel Marketing Report by the Direct Marketing Association/Winterberry Group (2005), multi-channel shoppers spend 30 percent more per year in stores than single-channel shoppers. In The Multi-Channel Retail Benchmark Report, an Aberdeen Group (2005) survey published in December 2005, more than 50 percent of retailers reported that multi-channel shoppers are more profitable. While attracting multi-channel shoppers is clearly profitable, simply attracting them is not enough. In today’s highly competitive market, retailers must create a branded multi-channel experience in order to ensure long-term customer loyalty (Fanelli et al., 2006). While most retailers have successfully implemented a multi-channel approach by launching multiple sales channels and providing some level of cross-channel service, few are fully meeting multi-channel consumer needs. These retailers have not yet managed to integrate channels in order to provide a seamless customer experience and create a cohesive brand image. To ensure successful customer-centric multi-channel marketing, retailers will need to alter their operating model and focus on integrating their entire business through cross-channel management teams and marketing campaigns, as well as the free flow of information. Ultimately, companies must use customer knowledge to meet multi-channel consumer needs, build long-term loyalty, and ensure profitability (Fanelli et al., 2006).