Tara was shopping for a new pair of shoes for work. the salesperson was very and friendly, bringing tara some styles she hadn't thought to try on but that she ended up really liking. noticing tara's university of wisconsin tee-shirt, the salesperson said that she was a student there. tara ended up buying three pairs of shoes rather than the one pair she had planned on. tara's experience shows the effect of on consumer behavior.

Zara, a global retail and apparel manufacturer based in spain that has successfully implemented this idea by having a continuous flow of new products that are typically limited in supply. zara has created a system that draws its clientèle into its stores, on average, 17 times per year as compared to 4 times per year for most stores. how is zara using it to gain competitive advantage? what specific technologies are used by zara to maintain this advantage over its competition?