"Shopping Is A Feeling"

Molly Young marvels at a Hollister store and its innovative, if unnerving, retail model:

Immersive retail is ... a way to counter the allure of
shopping, which boils down to its convenience ... IBM describes the goals of
retail the way a party planner might envision a successful bar
aiming for a "memorable, interactive and emotional" experience full
"personalized dialogues."

The paper explains that immersive retail "ismore about involving the customer than it is...