While Home Depot, Sephora, GOAT, and the Sacramento Kings exist in very different industries, they have all found that apps have changed the game in Personalizing their customer Experience. Home Depot uses location-finding services to target local design trends that users might find interesting. When a customer finds a product they want, their app can use navigation to guide them directly to the aisle and shelf where the product is displayed. Sephora tracks users’ past purchases to serve as a shopping list when in their stores. Virtual try-on services give the customer a sense of what a product would look like on them—along with usage instructions. Kings fans can use their app to have food delivered to their seats while at a game. GOAT (a virtual sneaker marketplace) uses push notifications to alert users when sneakers in their preferred style and price range go on sale. The common trend among all of these apps? The Personalized services are not an added feature or product but instead a way to enhance the Experience of shopping for their existing products.