ICSC RECon: Can Immersive Technology Save Brick-And-Mortar Retail?

Imagine walking into a store, its shelves empty. But through an app on your phone, you could see several products virtually come to life as if you were looking through the aisles of a traditional retail store.

Three-dimensional racks of clothes pop into existence. Wave your phone over another area and a computer-generated box of Tide laundry detergent appears on the floor. Wave it over a different area and other products come into sight.