Love those data points. It's the "8 out of 10 make an unplanned purchase" that we see all the time. Businesses use us because they want digital in those very places where they know it will drive that unplanned purchase. We call it the "moment of decision". Problem is traditional digital doesn't always fit in those "places"... That's where we play and why that 8 out of 10 is what we see so much. Those that say they can't measure ROI from digital are doing digital all wrong! Thanks for sharing!

@Mitesh Patel, thanks for sharing your expertise - you are spot on. I can't tell you how many times I've walked up to a counter, looked up, and just didn't know where to start. That user experience is everything!  If I can't find something quickly, I feel as though I'm holding up the line and just order "whatever". I'm generally unhappy with my choice and, yes, it's unlikely I'll return. Knowing your audience and keeping the signage clear and easy to read (including a font size that can be read from the other side of the counter), are so important! Great points!