Today’s buyers—whether they're enterprise procurement teams, category managers, or retail decision-makers—don’t follow a straight path to purchase. Instead, they move fluidly across online and offline touchpoints: researching on a brand’s website, comparing specs on a third-party marketplace, checking store availability on mobile, and finalizing orders in person or via distributor portals.
In this omnichannel reality, digital assets are no longer just marketing tools—they are core to how products are discovered, evaluated, and ultimately purchased across all channels.