A potential customer comes across a video of her favorite influencer using an organic skincare brand. She clicks the ad to learn more, explore the brand's website and signs up for their newsletter. What customer shopping journey stage does this scenario describe?

The correct answer is Consideration, as this scenario illustrates a potential customer actively engaging with the brand after discovering it through an influencer's video. By clicking the ad to learn more, exploring the brand's website, and signing up for the newsletter, the customer is in the process of evaluating the brand and its products, weighing her options before making a purchase decision. This stage is critical for building interest and facilitating further exploration of the brand, distinguishing it from loyalty, which involves repeat purchases, and conversion, which would indicate an actual purchase rather than just engagement and information-seeking.