As this article highlights, the technology to create an immersive, interactive and hassle free experience in stores already exists. If it is implemented with the requite theatre it has been proven to significantly enhance a customers experience. So why aren't more retailers investing in technology for their stores? 

From augmented reality, to touch screens and scanning technology through to product recognition via cameras with direct charging to your account on your mobile phones and negating the need for cashiers (and the dreaded queuing experience) means technology is becoming no longer an "option", it's a must in survival.