HATCH #4: The Last 4 Feet. In this issue we take a look at the Last 4 Feet, a shopper marketing terminology that talks about the final stages of the customer journey and is the stage where a consumer will decide whether or not to go through with a purchase or not. We explore the true meaning of this with a host of contributors in the world of brand, retail, social, hospitality and culture sharing their views on what the Last 4 Feet is really about.