Brands that actually engage shoppers have a better chance of activating sales. Engagement can manifest itself in many ways:  active means include experiences outside store, in store demos and sampling, and passive examples include category management schemes, concessions, displays and last but not least packaging.

If brands can engage shoppers in the crucial part of the shopper journey, near or at the point of decision, or rather the last yard, they are best placed to turn the shopper into a buyer.