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Meet Lena. Her family is moving from an apartment to a home for the first time. As with many homeowners, they'll need new furniture and appliances. And like most modern customers, her purchase journey does not always begin in a store - it begins online. She browses products on one website, reads reviews on another, uses social media to get advice, compares prices, checks options for delivery versus pickup, hunts for coupons and promotions, and so on. Eventually, she may step into a retail store to look at things before making a decision, but for shoppers like Lena, "the store" is no longer a physical space. Instead, the store comes to her via the media she touches.
