Today’s consumers have never had more options for researching and purchasing products. Online sales and new digital channels provide virtually unlimited assortment, price transparency and visibility to the opinions and experiences of millions of shoppers around the world. Ubiquitous information on demand has raised consumer expectations of businesses. If shoppers can see the price for a product on the other side of the globe, they expect just as much transparency from businesses in their community. Because they are empowered with knowledge and alternatives, more than ever before, the power rests with customers.