Omni-Channel and it’s impact on Branding and Consumer Behavior

The final section of the marketing plan, Control, is a process set to monitor the performance of the marketing plan. if the marketing plan is not performing according to expectations such as low sales, sometimes only a slight modification is needed for the plan to perform to expectations. 
How has consumer behavior altered in terms of the omni-channel and how have brands utilized the omni-channel to cater for the needs of the customer? 
This discussion will address the following Module Outcome: •101: Examine how technology and innovation are created to meet the needs of the consumer (C01. 3. 5. 6)