A guy walks into a store. No, it’s not the opening salvo for a bad joke. It’s a critical moment of truth for the in-store and brand marketer that, today, is complicated — even compromised — by the hyperconnected consumer. You know this person. He’s standing in the aisle striking the familiar pose: feet planted, arms extended to form the smartphone hunch. He’s lost in a parallel world. What’s he doing? Searching, browsing reviews, comparing prices, cultivating social input. Is he gaining conviction or changing his mind?