Customer experience goes digital

Digital marketing is changing customer experience in retail, making it more and more customer centric. Luxury and high-end have been the first to invest in making shops technologically advanced, pursuing premiumisation. Look at this video about Prada flagship store as of 2001:
https://www.youtube.com/watch?v=3pXNYciHCLc
 Closet display with touch-screen access to merchandise information, plasma screen embedded in changing room mirrors... And it was 2001only!

Maybe we expect this behaviour more from our high-end stores, but why shouldn’t we expect it from our everyday ones too? The way we shop has changed and we want our retailers to offer everyday and premium. Supermarkets and multiple retailers are now catching up with the digital retail experience. For example, Tesco is working on a virtual reality supermarket that lets users browse and buy from computer generated shelves while wearing an Oculus Rift headset. The virtual reality experience creates a Tesco that users can "walk" around while looking the isles up and down:

https://www.youtube.com/watch?v=08S86X_5Crs

Virtual reality is changing customer behavior, and many industries have already taken up the challenge.