As customers start approaching their shopping routines through more than one channel and with more than one purpose (searching, browsing, buying, etc.) retailers need to create a completely seamless experience for them.

One solution discussed in this article are kiosks, which are currently being tested at several retail sites, such as Barnes & Noble. They can help build add-on sales, address out-of-stock situations, offer merchandise not carried in stores, and even help shoppers get their shopping lists in order.

Bottom line: "If you as a retailer don't make that a seamless experience, you risk losing that customer."