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Gap. >> reporter: with one new technology they can even anticipate what you might want. that's cakeo, a cupcake store in san francisco trying out tech built by a company called index. it helps retailers target products to you based on your taste. >> if you like red velvet, you probably like cream cheese as well as cocoa cake and we would recommend the pumpkin cheesecake. >> we looked to amazon as the backbone for a lot of things we've done. a lot of it has to do with their ability to recognize who you are. >> reporter: they want to bring that experience offline. >> offline retailers need to be...

Suggestible. there are all sorts of influences on our consciences and as we walk in our daily lives. if we pass by a coffee shop and the aroma of the coffee might make us want an espresso right then. in very interesting experiments, there are more subtle influences in consumer marketing in which people respond. their buying behavior is a response to the type of music somebody plays in a store, so classical musicç will cause people not to buy more in a wine shop but to buy more expensive wine as opposed to pop music. so there are these subtle influences, but it's really not a bigger influence...

For its ability to connect brands to consumers, increase brand loyalty, and boost sales. all for a bargain price. but does it work? for some it does. but it is not a slam dunk. >> the study that harvard business review published last year showed that following a brand in social media has no impact on their buying behavior. how much else do you need to know? it's next to nothing. >> bob hoffman is a 41-year veteran of the advertising industry. >> as a businessman, i don't care about engagement. i care about sales results. i want to see what has actually happened as a result of the money i'm spe...