This research analyzed multi-channel strategy from the viewpoint of the customer relationship management. We hypothesized that the purchase frequency, monetary, purchase quantity of the existing customers should have increased after they used multiple channels of a company for shopping, All the hypothesis were supported in an empirical test using the customer database of a Korean TV home-shopping company, The result showed that the multi-channel strategy can be used to increase the life-time value of existing customers. Still there were a lot of customers who insists using traditional channel, which calls for a new strategy inducing them to use multi- channel for shopping.