Great retail is about creating a consistent experience across all channels and touchpoints with customers. This includes having a holistic strategy, known as the Omni-channel approach, to manage service and distribution channels that includes brick and mortar stores, online, mobile, catalogs, and more. For this reason, it is critical that all retail students understand how these channels function together, as well as the beneficial outcomes (e.g., customer satisfaction) of operating an integrative omni-channel business. The course helps students to develop skills to analyze a firm's omni-channel strategy and recommend solutions to help meet customers' needs. Further, students will learn different techniques and strategies on how to optimize the channel operations of a business.