Prove It: Multichannel Creative

Review the content offered by bloggers, trade journals or industry experts, and you'll find that creative integration of multichannel marketing is essential. We're told that prices should be the same, and that the merchandise offering should be consistent. E-mail, landing pages, catalog/direct-mail all should have the same theme and fonts and colors.

Has this theory been tested? In other words, is there a library of results somewhere that prove this hypothesis? Or, is this simply VCB (vendor, consultant, blogger) speak.

Your thoughts?