Customer shopping needs have grown significantly and so have grown their expectations. Access to new technologies gives customers those tools to compare offers, choose different methods to purchase, take delivery, and make payments. They want to have a choice where, when and how they buy while expecting consistent customer experience across bricks-and-mortar stores, online shops, or mobile applications. They want personal treatment, personalized offers, and personal interactions. On top of it, customers these days express their opinions about brands and customer service immediately and directly.