“What role do you see VR playing in helping shape the retail experience? And can you name anyone who is doing it right?”
Fascinating question. In Higher Education, we are not doing retail, but VR and “AR” (augmented reality) will play a role especially in the area of wayfinding to create a fully functional 3D map that will help users to find their way. We’re NOT using virtual headsets as they walk across campus of course. Also, a greater interactive experience at the sign with a curved screen or mini video wall that encompasses the user with touch and sound to engage them in the “brand” that you are “selling.” AR can be used to transmit a document to the users’ cell phones that they can take with them. I have not seen anyone doing this yet, but I totally expect it to be in play in the near future.