Customers can come in and try different products to find what they actually want instead of what they think they would like. The impact of marketing, in turn, has a positive influence so that customers see more products beyond what they intended to purchase and will then purchase more than they had planned. The company has changed the world of retail with its store setup by allowing all products that customers can see to be fully functional and plugged in for testing, while competitors tend to show non-functioning "dummy" models of the their products. Allowing customers to be interactive with merchandise was the greatest marketing concept for a technology