With the daily use of mobile devices and the expansion of eCommerce, both interactions with customers and the whole purchase process have been transformed. Nowadays, hyperactive and hyper-connected consumers check prices, compare products, solve questions, and look for recommendations on Google and social networks before buying. They switch from one channel to another using various devices and technologies. And although at the end of the process the purchase occurs in a physical store, they will have carried out an exhaustive preliminary investigation. To continue to grow and survive, brands have to open to a range of channels (both digital and IRL) and rethink their commercial strategy so as to be "everywhere" in the most efficient way, along with the client.