Candace R. Adams, PhD, President of Global Retail Strategy at SmartRevenue recently published an article on Understanding Cross Channel Drivers of Loyalty to Optimize Decision Making in PMA’s Centennial Resource Book. Using structural equation modeling, Adams uncovers key factors that drive trips and loyalty along the path to purchase. A significant find from this research is that none of the retailers’ traditional pre-store media impacted shopper loyalty. This underscores the fact that many purchase decisions (>70% in some categories) are being made in-store, and that despite how well crafted or entertaining the ad message may be, shoppers are looking for less disruptive ways of getting information about products and services that are of interest to them.