Technology play and data gathering play a big role in consumer based companies. Technology, which advances rapidly, is very accessible to consumers. The power of information at consumers’ hands through smartphones or tablets allow them to first search online before buying a product in-store. Thus, retailers can use their digital channels to test the interest in new brands and products before they even show up on store shelves. Thus, brick-and-mortar retailers use technology such as sensors, iBeacons and self-service screens to find additional opportunities to engage with customers.