Retail has transformed in almost every way imaginable, and consumers have changed along with it. Customers don’t want retailers to dictate their shopping schedule and are becoming frustrated by deals that are restricted to a certain timeframe (such as Black Friday) or buying mode (such as in-store specials only). Shopping is also not on an as-needed basis anymore. Instead, more consumer’s preferences are formed by what they learn about products from reviews, friends and news items on an ongoing basis. Therefore, it doesn’t make sense for retailers to try to influence product or brand decisions only during discrete windows of time.