Between computers, tablets and mobile phones, retailers have the opportunity to reach shoppers no matter where they are and what they are doing. Clearly, digital technology is one of the main reasons we have seen the shopper journey evolve over the years. What started as a linear model has grown to be a much more complex web of interactions.

Every day, people form impressions of brands from touchpoints such as advertisements, news reports, conversations with family and friends and product experiences. Those accumulated impressions then become crucial because they shape the initial consideration set: the small number of brands consumers regard at the outset as potential purchasing options.

Consumers systematically narrow the initial consideration set as they weigh options, make decisions and buy products. And with a world of information at their fingertips, shoppers can arm themselves with information before they buy. NACS Shopper Panel data show that 43.5% of the consideration takes place before customers even leave home, and a full 82.2% of the decision-making occurs before they even reach your store.

How are you influencing a customer's decision to buy at your stores?

Where/when do shoppers decide to purchase?

Source: NACS Q3 2017, 2018, 2019 Retailer Sentiment Surveys; www.convenience.org/research