Interest, Decision and Action – AIDA a straight way to control your customers, seems to be now getting altered a series of changes that we as people, as consumers and as shoppers have gone through. These days post awareness, and in midst of making our consideration list we as shoppers have at our disposal abundant information and many influencers that make us at times skip – Interest and decision phases and take us right to the action or sometimes the reverse we just become dormant and postpone our purchases. So the path to a purchase no longer remains straight and simple, to know what is modifying the path we spoke to experts who are in the business of understanding shoppers and the answers we got were many some predictive some interesting. Read the feature ‘The Journey no longer remains linear’ and know more about the influencers, and how and what are they changing. The story in its completeness clearly indicates when on the path to understand the shoppers ‘Use Diversion’ don’t go the path traversed most. While this feature will help you know what direction are the shoppers taking and how can you as a brand or retailer make the most of it, we address yet another complexity of marketing at retail. We have many specialized outfits out there that can support us in the very specific needs of design or strategy but winning the retail battle one needs more. One needs a partner who can manage things end-to-end, by understanding both the vastness and the complexities of retail in India and thus dish out effective retail branding solutions. Comprehending this need we planned a feature on New Age Retail agencies, we went out there are spoke to agencies that provide an end-to-end support to brands and help them realize their retail endeavors into reality. Read the feature ‘New Age retail agencies – bridging the gap’ to know more. Apart from these two highlights we bring you the usual dose of insights, wisdom, buzz from the bazaar and much more. Do read the Columns from Damodar Mall and Jim Lucas, as the former specifically reveals something interesting about the Indian male shopper and the latter gives guidelines to build a successful shopper marketing agency. We also have an interesting initiative taken by Tanishq to reach out to its young audience by taking a new avatar which sheds the posh and premium image of jewellery. This and a lot more you in this issue. So turn the page and don’t forget ‘taking diversions’.