The year is 2018 and the term 'channel' is only being used by businesses. Consumers, on the other hand, do not bother and only see brands. Their buying journey moves from one 'channel' to another in search for the perfect product. Shoppers on average use 10.4 sources to make a purchasing decision. Ask yourself: Am I aware of the journey my customers go through? And better yet are you providing the (product) information they need to make an informed buying decision?