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Where stores know your gender and your mood. with one new technology, they can even anticipate what you might want. that's a cupcake store in san francisco trying out a tech built by a company. >> if you like the red velvet cupcakes, you probably like the combination of cream cheese as well as cake and we recommend the pumpkin cheesecake. >> amazon is an incredible experience online. >> they want 20 bring that experience off line. >> off line retailers need to be able to recognize you. >> reporter: the technology, which you opt into, is banked into their payment system to collect your wieing b...

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...