In the marketing theory and practice it's well known how difficult is to understand and forecast customer behavior in the point of sales. The funnel to selling is overcome in explaining buying and shopper behavior by a more useful approach, like the consumer decision journey which represents the real behavior a customer has in buying process. Never-the-less a black hole remains unknown: what happens when the customer is in front of the shelf? Which forces drives a brand switching? Is brand loyalty under pressure due to the in store promotion activities? All these questions deserve a particular attention, due to the dangerous position even leader brands have in the last mile of the customer journey. This article based on the results of a number of empirical researches and experiments helps manager and researches in understanding the real behavior of the shoppers in front of the shelves.