How do consumers make decisions about which brand and model to buy, and how can savvy manufacturers control purchasing decisions with greater precision? With the influence of the Internet on purchasing behavior during the 90s, many predicted that the rise of the online store would lead to the demise of retail. In hindsight, the doom and gloom of retail's demise and the second-coming of the online store were both overstated. Both have seen growth and will be intricately tied to the purchasing cycles for years to come. While the internet has proven to be an effective method of researching and fulfilling purchases, retail still reigns supreme. This is especially true in the digital imaging category.