Shoppers don't move from awareness to purchase in a straight line anymore. They search, scroll, compare, return to research, and evaluate across a dozen different platforms before making a decision. And media shapes that entire path, not just the final moment. Understanding how today's retail customer journey actually works is the first step to building a strategy that influences it. We mapped it out. Read the full article: theusim.com/news/understanding-the-modern-retail-customer-journey-decision-path #RetailMarketing #CustomerJourney #RetailMedia #MediaStrategy #OmnichannelRetail #ShopperMarketing #MediaAgency #USIM