With interactive displays and immersive technology, brands like Virgin Holidays and L’Occitane are using next-gen entertainment to engage shoppers and take them on a virtual voyage

Customers today crave experiential moments— a tactic that can convince shoppers to forego the convenience of ecommerce and make a trip to a physical location, where they can embark on a virtual journey, or to choose one brand over another.

To meet the elevated expectations of today's shoppers, companies ranging categories from beauty to travel are now using immersive entertainment to facilitate product engagement, discovery and education in enjoyable ways that are worth the trip:

Walmart The retailer's in-house marketing company, Spatial&, developed an in-store immersive entertainment center in partnership with DreamWorks. Shoppers could enter the world of How To Train Your Dragon: The Hidden World using a full-motion VR chair and a haptic system that allowed character interaction. Alongside the installation, customers shopped themed toys and games.

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