The checkout process has also been technologically advanced as it has been observed that iPhones and iPads are used in the sales floor to see what items are in stock at the location or other locations and to help customers make a purchase. Using these elements helps in communication between staff and customers. After they make a purchase, the associate who assisted them will most likely follow up with a personalized thank you note and invite them to return to the store. Customizing the product for the customer also increases the use of technology. The customer chooses the product he wants and asks a collaborator to engrave his name on it, thus making it personal