Lead generation is the new revenue rent. The modern consumer buys where and when they see fit. But the point of awareness and interest phase is an increasingly important one. That’s where brick-and-mortar retail or brand space really does play a big role, whether it’s advice or a multi-sensory experience. If the sale no longer takes place where need arises, what is the evaluation criteria for the brands? In theory, all brands know that the modern consumer wants to consume across channels and make free choices. But they still measure their stores to see whether they are profitable, whether they make enough sales, instead of measuring what they do for their customers.