But the world of online is not without limitations. A growing number of consumers now state that social media campaigns are compelling them to view an item in person rather than converting them into an online sale. As the lines of traditional paths to purchase continue to blur, store experiences often fall short of the digital campaigns which brought them there. In store experiences continue to evolve with newly emerging technologies such as beacons, but predictive analytics often miss their mark and reach only a small segment of the customer base.