This study aims to examine the effect of an integrated Omni-channel retailing strategy on customers' loyalty, when implemented by an organization, specifically for the Cyprus cosmetics `bricks and clicks' retail industry. Historically, the retailers' role in society was to sell goods and provide services to consumers (Sundstrom and Radon, 2014). The way retail operates in the last twenty years has changed fundamentally. Retail has progressed from the traditional bricks-and-mortar, due to the dawn of the online channels and the constant digitalization (Verhoef, Kannan and Inman, 2015). This era contributed many remarkable and innovative developments such as social media websites, e-ommerce and m-commerce (Mata and Quesada, 2014). The environment alongside with the rapid technological advancements of web technologies witnessed in the last decade, have created a platform for retailers to conduct business. The above stated platforms are in a constant state of improvement. At the present, companies have shifted towards consumer-driven marketing and recognizing its importance, since consumers control the process by actively ``pulling{''} information useful to them, whenever and wherever they want, through the use of different channels, especially social media, websites, mobile applications, resulting in the alteration of the path-to-purchase. The Omni-consumers shopping path is non-linear, as consumers often circle back to different touch points. Consequently the Omni-channel concept was driven by the omni-consumers by desiring from the retailers to orchestrate a seamless customer experience across all customer touch points. ``In an Omni-channel world, retailers want to be able to satisfy demand from anywhere{''} (Strang, 2013). The Omni-channel retailing strategy is the outgrowth of a multi-channel retailing strategy. The major difference between the two concepts is the level of integration, where an Omni-channel retailing strategy requires synchronized, consistent and seamless channel integration, in comparison to a multi-channel retailing strategy where the level of integration is fairly low, in other words, each channel works independently. `Bricks and clicks' retailer's face a few obstacles and challenges (Picot-oupey, Hure and Piveteau, 2016; Wurmser et al., 2014; Salmon, 2012), that have to overcome in order to successfully integrate, implement and establish an Omni-channel retailing strategy in their organization; specifically the challenges are the Information \& Communication Technologies Technological Advancements, Business Intelligence Systems, Re-designing the Supply Chain, Customer Relationship Management (CRM) and Omni-channel Marketing. The consumers' demand for a holistic, seamless and orchestrated experience across all channels, resulted in an Omni-channel strategy and the integration of all channels; online and offline e.g. bricks-and-mortar, catalog, e-commerce, television, m-commerce, radio, direct mail, telephone orders, social media and so on (Capaldo, 2014), offering a seamless (Brynjolfsson, Hu and Rahman, 2013; Hemsey, 2012), integrated, synchronized, coherent and consistent experience to the consumers. Omni-channel anticipates that consumers could begin in one channel and move to another. In fact, according to Simpson (2015) Omni-channel is a more complete approach where a company prioritizes being Omnipresent in the Omni-consumers' experience. The Omni-channel (all-in) experience is rapidly becoming what consumers want and are expecting. ``In an Omni-channel world, a consumer centric focus is vital{''} (Fulgoni, 2015). When customers have the availability to shop from multiple touch points, they become more loyal towards the brand and companies have higher levels of customer engagement. Consumers anticipate product availability as well as the same quality of service in any channel of their choosing, resulting in an overall satisfying shopping experience. An Omni-channel strategy functions as a 21st century weapon fighting against the cut-throat competition, which most of the companies are facing daily. Moreover, this research will explore the attitudinal perspective of customer loyalty. That is, the customers who can be defined as loyal are the ones who hold favorable attitudes toward an organization, recommend the organization to other consumers (positive word-of-mouth) and exhibit repurchase behavior (Dimitriades, 2006). The design of this research is based on an exploratory approach and takes the form of a single embedded case study through the investigation of a `brick and click' retailer; BeautyLine Stores who implements an Omni-channel strategy and operates within the cosmetics industry of Cyprus with 15 stores throughout Cyprus including an e-commerce website. Qualitative data was gathered through face-to-face semi-structured interviews with executives of different departments of BeautyLine Stores as well as two focus groups consisting of customers of BeautyLine Stores and the findings were analyzed deductively by following content analysis. The contribution of this study has added on to the existing literature review revealing that an integrated Omni-channel retailing strategy followed by a `brick and click' retailer influences positively the attitudinal perspective of customer loyalty. Specifically, the findings show that BeautyLine Stores have implemented an integrated Omni-channel retailing strategy in their organization, overcame the challenges that the researcher has found through the literature review which were the same and its from since the channels are integrated. Additionally the model shows that the Omni-consumers shopping path is running in a circular motion. The Omni-consumers can start their shopping journey at one channel and continue to the next one based on their preferences. As the Omni-channel retailing strategy is working in this integrated manner exhibits an influence on the attitudinal perspective of customer loyalty. This model can be used by researchers to further develop an Omni-channel retailing strategy and can be used by executives as a blueprint so as to implement an Omni-channel retailing strategy. The retailers who understand the significance and importance of this innovative strategy and have the acumen to invest in it are the ones who will harvest the fruits of Omni-channel.