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A recent survey by Macy's, one of the largest US retailers, which analyzed both the behavior of customers that purchases only online and those who purchase in traditional shops, found that customers who purchase through various channels (physical store, Internet, mobile, ...) are 8 times more valuable than those who shop using a single one.
According to a recent Google/Galaxy study, today's consumers buy in "micromoments", a moment when they "reflexively turn to a device - increasingly a smartphone - to act on a need to learn, do, discover, watch, or buy something". For this reason, Macy's has reorganized the company in order to keep up with their consumers. Chief Omnichannel Officer R.B Harrison says: "We have found that when [the customer] compares [prices and products] he is more likely to purchase... we have doubled our spending in mobile search. Our goal is to provide our shopper with the best experience in whatever way he chooses to interact with us: mobile, desktop, store, or all of them together".
Source: Think With Google