a big part of your experience even when you go to a store. lori siegel is live in new york. lori, tell us about it. >> hey, look, the stores are getting a lot smarter. this year the trend is all about personalization, combining offline and online. it's enabled because of technology. check it out. this holiday season, look for shopping to get a little bit personal. welcome to shopping 2.0, where stores know your gender, your mo mood. with one new technology, they can even anticipate what you might want. that's kaco, a cupcake store in san francisco. it helps retailers target products to you based on your taste. >> you like rely velvet cupcakes you probably like the combination of cream cheese and pumpkin cake. >> we looked at amazon as a backdrop for a lot of the things we do.