We live in a world where new businesses are sprouting up everywhere. The marketplace is crowded, and customers have a plethora of options for every product or service category. It is no longer sufficient for brands to simply provide a great product or service – modern consumers are far more demanding. They anticipate that businesses will be available to them even after they have made a purchase. Customers purchase more than just the product; they also purchase the experience and associated lifestyle that comes with their purchase.