Interactivity in the marketplace has become a prominent strategy that corporations are now integrating into society. In the modern economy, business have shifted towards a trend of focusing on consumer expectations. Increasingly more businesses are focusing their technology to research what consumers desire. For example, the integration of customer relationship management into business solutions shows that companies recognize the importance of customer relations to their futures. The use of this information allows companies to better respond to expectations with new products and services. Instead of subjectively estimating expectations, this allows companies to substantiate their investments with real evidence. Companies use this information to provide products that are completely customizable. For example, NIke produces Nike IDs which allows the customers to choose the colors and style of their shoes. The use of technology also allows them to see an image of the product before delivery, maximizing customer satisfaction.