Most retailers try to get this advantage, but run into trouble. However, these two companies pride themselves on offering the best and most satisfying customer experience possible. Wal-Mart and Apple Inc. provide support to their customer base by answering questions that may arise. Additionally, both retailers help determine which product best fits the consumer's needs based on the customer's image and how the consumer will use the computer. Each retailer contains knowledge about computer software and how each computer differs in the process of using it by the consumer. Although both retailers provide the best customer service, they differ in many ways, as you can see. Bottom line, retailers differentiate themselves to appeal to different customer bases. Retailing turns out to be quite complex because it “includes commercial activities involved in the sale of goods and services to consumers for their personal, family or household uses” (3). Wal-Mart and Apple Inc. strive to satisfy their consumers by appealing to them in different ways with computers. The purchasing process also differs between the two retailers. Overall, the way you purchase a product, such as a computer, shows how every process and activity we carry out in business plays an important role