Digital media and ecommerce have had a transformative impact on the path to purchase. But the physical store is still highly influential, even in product categories where ecommerce accounts for a large percentage of sales.

Key Question: How do consumers discover, evaluate, and purchase new brands and products?

KEY STAT: After discovering a new brand or product while browsing in-store, 31.5% of shoppers immediately purchase the item, compared with 19.1% on retail sites and 10.4% on brand sites.