Manz says search engines, with Google in particular, are still the number one choice for accessing product information.

FORBES: What's In Store: Retail's Stealth Trend

That sentiment may appeal to the soccer moms and others Ford is courting, but it surely doesn't satisfy such people as John Manz, a retired timber executive.

FORBES: Seeing red over green

Manz says the difference may be in consumer perception.

FORBES: What's In Store: Retail's Stealth Trend

The studies "aren't substantial enough or rigorous enough to enable doctors to use in making decisions for their patients, " says Connie Manz, chief medical officer for closely held 21st Century Oncology, a large provider of radiation-therapy services based in Fort Myers, Fla.

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As analysts, brand managers and store owners (not to mention yours truly) try to tease out the trends that will convert browsers to buyers in 2013, Manz took a moment to talk to FORBES about an often overlooked, but critically important, part of the shopping experience: search.

FORBES: What's In Store: Retail's Stealth Trend