Consumer shopping habits are constantly changing. With the introduction of new sales channels and the internet being more accessible than ever, consumers are overloaded with choices of how to part with their money. Higher demands, higher expectations and tougher competition mean that it’s extremely important to identify and streamline the right sales channels for your market. However, since shopping preferences are always changing, it can be difficult for businesses to adapt to new trends and keep up with competitors. A few years ago the business world introduced a new buzz word called ‘showrooming’. It encompasses everything great about Generation Z – more technology, more choice and more purchasing power. But now with the introduction of ‘webrooming’ – which according to statistics is carried out by 88% of shoppers1 – everything we thought we knew about buyer behaviour on hold. Let me explain the difference: