The shopper has a long and varied path to reach the exact point at which they stand in front of a real display of your product and make the decision to buy. Inside and associated with the store, there are many media available. It is easy to see your brand as a magnet drawing people. But it is better to see the shopper a little like a random particle with many options as to where to go and what to buy. Very few brands are destinations. You should always have this in mind when you are planning your in-store communication.