Nike succeeded through using advertising to promote an ideology of competition and the runner's lifestyle, rather than focusing on product innovation, as this ideology resonated strongly with Americans looking to revive their competitive spirit. The document then discusses various technologies and trends that are impacting consumer shopping behaviors, such as ecommerce, showrooming, social media, augmented reality, and the importance of using technology to enhance the customer experience rather than just as a gimmick. It also outlines several ways that brick and mortar retailers can leverage emerging technologies both in-store and online to better engage customers and gain insights into their purchasing habits.