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The use of digital devices are widely spread among us. Children have an iPad in their hands before they learn how to talk and we bet you look at your smartphone more times a day then you would like to admit? Interaction through these devices have become so natural in our daily life that we get confused when a retailer does not offer a website or an app. The habit of searching for information in the most accessible channel and buying in the one that offers the benefit of convenience, and of course, saves you money and time, is a common way of shopping these days. This is referred to as multi-channel shopping. How we buy groceries is still pretty much the same as before though. Brick-and-mortar stores are still the only choice for buying fast moving consumer goods (FMCG) for many consumers. The retailers thus have the opportunities to integrate new channels and touchpoints in the process, which opens up for a great number of ways in how to communicate and interact with customers. Our interest in consumer behavior and the fact that this is one of the biggest issues in retail at the moment made it easy for us to decide what topic to write our bachelor thesis about. Channel strategy and omni channel retail is as exciting as it is complex, and therefore need a great deal of attention. Purpose: With existing theory about consumer behavior and channel choice as a foundation our ambition is to describe the behavior within and between different touchpoints and channels in the decision making process for FMCG. In our opinion theres a lack of understanding in consumers journey in this process but also their preferences for what a channel should offer in certain stages of the process. Method: In order to answer our research question we conducted a consumer diary with subsequent follow up depth interviews. To complete the picture we also include a case study with a FMCG retailer. Findings: The journeys are fragmented. Consumers include both digital och physical channels in their process, and it is highly influenced by habits and schemas. The importance of understanding what channel characteristics the consumer prefer in the different stages of the process is key. Implications It's not the consumers responsibility to learn how to use the tools offered by the retailer, they need to show them how and why they should engage with the different touchpoints. Adaption of the content depending on when and where the consumer interacts with the channel when it is possible is recommended.