When you consider the shopping experience at Heinen’s, a 23-store supermarket chain out of Cleveland, you certainly know that it’s unique – a weird combination of Whole Foods, a traditional supermarket and the “treasure hunt” of a Costco. The major brands are stocked, but their shelf placement is diminished, like nothing I have ever seen. Aisle after aisle, the feature is the excitement generated by the “challenger” brands. Steve Frenda, managing director – community development for the Path to Purchase Institute, has been a passionate retail watcher for more than four decades. Having worked as a retailer, for a brand manufacturer and in the infotech world, he is an authority on the entire path to purchase and its changing face. Contact Steve at sfrenda@p2pi.org.