Effective retail marketing drives awareness, traffic and, ultimately, converts shoppers into loyal customers. Increasingly, shoppers are frequenting a multitude of retail outlets through an evolving and intricate path to purchase. This path is more holistically referred to as the “consumer-shopper journey” since the consumption experience also influences purchase behavior. Retail marketers have a critical role in influencing their target shopper throughout the “consumer-shopper journey” as they maneuver in and out of research, browsing, purchasing and consumption activity.