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