There are many reasons for a consumer to engage (purchases, returns, services, repairs, bill payments, genius bar appointments), and infinite interaction points across the retailers' website, physical store, call center, etc. The term "customer journey" has become so cliché and overused that to many the activities resulting from a particular journey may seem random, but absolutely the store traffic and other attributes of the journeys whose role it is to create "identifiable traffic" are very predictable and can be planned for. Further, the insight to be gleaned from this traffic is hugely valuable in planning future retail performance