Consistency is the key to success in multi-channel retailing. Consumers demand a seamless experience, wanting to see the same “face” no matter how they choose to interact with a retailer. And fundamental to that consistency is making certain the information retailers provide is the same, whether it’s presented in person at a store, in print in a catalog or direct mail, on the phone by a call center rep, or electronically at a kiosk or on the Web.
