Think about the last time you made a purchase. Maybe you went into a store to buy a new sweater, found one that you liked and tried it on. Being the savvy consumer that you are, even if you loved the sweater, you may have checked online before buying it to see if you could get a better price or waited for Black Friday and purchased it online then. Much like B2C, B2B buying increasingly has its own flavor of omnichannel purchasing. Your client may be on location with a sales rep, on a computer at work or using their mobile phone during their commute. In today’s digital society, it’s increasingly common for multiple channels to be involved in a single purchase, and that’s exactly the kind of customer experience that an omnichannel approach supports and encourages.