IBM
IBM just released a white paper entitled “How immersive technology can revitalize the shopping experience”.

“Truly immersive experiences—which connect with shoppers on an emotional level through personalized dialogues and give them greater control over the shopping experience—are the new frontier in retailing. The immersive retail experience is more about involving the customer than it is about merchandise and merchandising. Think outdoor stores that provide simulated trails or streams for testing equipment, or appliance stores with test kitchens where customers can feel what it’s like to actually use products. In other words, for stores in many retail segments to stay ahead of competitors, they will need to generate the excitement of a theme park ride—and become a destination. [...]

Immersive technology solutions—which stimulate people’s visual, auditory, olfactory and tactile senses to connect with shoppers on an emotional level to create unforgettable shopping experiences—can open up a whole new world of energizing shopping experiences. Combined with flexible, responsive business models, they have the potential to transform the way customers interact with your brand. This brief explores how immersive technologies and business strategies can create a brand voice that generates renewed excitement about your store. It also examines IBM’s vision for immersive technologies.”

Download paper

(via the Experience Economist)