You may remember browsing VHS cassettes at your local video rental store on a Saturday night or doing a last bit of holiday shopping at the local mall. Today, we can stream nearly any film right from our living rooms, and we shop for everything from groceries to gifts to cars online.

This type of big change is coming for B2B businesses, too. There’s beena shift in buying patterns—from loyalty-driven experiences of in-personshopping to convenience-fueled purchases online—that should makeany B2B business sit up and take notice.