Digital technology brought immense changes in the behavior and mindset of consumers, requiring businesses and retailers to learn and embrace new ways of serving their customer base. Consumers no longer perceive online and offline shopping as two isolated experiences; whether it’s searching on a website or browsing shops at a department store, customers treat both experiences as legitimate shopping experiences. Therefore, it’s crucial for traditional businesses to be able to extend their storefronts using digital platforms in order to reach their customers where they actually do their shopping. One of the major changes in today’s customers is that they no longer rely on salespeople to inform them about a product; rather, customers nowadays are accustomed to doing their own research about a product before they make a purchase selection. The Internet provides customers with the ability to make sure they are getting the maximum value out of every dollar spent. Taking this into consideration, traditional businesses should use online platforms in order to facilitate and play an active role in a customer’s online research process, thereby influencing a customer’s decision making process at its most crucial stage. As digital technology integrates itself deeper into our modern world, retailers who are able to harness the power of technology are benefitting greatly from the new possibilities. From the customer’s perspective, a business that successfully utilizes and integrates technology into its shopping experience is a business that speaks its language and knows what the customer wants.