In its most simple definition, Omni-Channel is a customer-centric approach to providing an integrated shopping experience across multiple channels. Whereas multi-channel is an operational view—a view which allows the customer to complete a transaction in different channels (i.e. desktop/online, mobile, brick-and-mortar), Omni-Channel anticipates that customers may start in one channel (i.e. mobile) and move to another (i.e brick-and-mortar) as they finalize a transaction. These touchpoints within the channels must be seamless and must take into account how the modern consumer utilizes technology, platforms and devices between brick-to-click experiences.