Russian consumers today make their shopping experience using any device or channel at any time of the day or night. Modern consumers are connected, well-informed, and equipped like never before, so they expect an entertaining, particular, and authoritative brand experience on any matter: whether researching on a tablet or purchasing on a smartphone. Therefore, retailers and consumer goods companies must steadily develop to reach customers, create specialized experiences, and build loyalty by breaking down barriers between the store and online channels in order to create a real omni-channel experience.