When it comes to usability, we need to strive for a seamless user experience from device to device, from device to physical world, and from physical world to device. Providing this level of continuity allows for a better user experience and may provide a competitive advantage.
During the decision making phase, the last thing we want to do is disrupt the thought process or sidetrack the user. Many users will move from device to device (e.g., mobile device to laptop) or device to physical location (e.g., tablet to a physical store), and making the transition seamless will be more engaging and provide for a better overall user experience; and hopefully ensuring the conversion or sale.
I couldn't agree more with an article from Janelle Estes from the Nielsen Norman Group. Consistency from one channel to another is key. We want to give the user the information they need, but make it as simple as possible and eliminate unnecessary steps along the way.
This needs to be a serious consideration if you're converting your website to responsive web design or developing a mobile app.
Read more on this from the Nielsen Norman Group website as they provide some excellent real world examples.
http://www.nngroup.com/articles/seamless-cross-channel/
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