VR can’t save retail

If you listen closely to most optimistic discussions about the future of retail, you’ll sense an underlying fear. It’s a fear that manifests in an over-reliance on futuristic technological advancements (Oh look, holograms are coming!) or on filling the room with exciting new statistics about the continued dominance of ecommerce — such as how online sales will continue to shatter records in 2018. Meanwhile, the elephant in the room is standing center stage and wagging its trunk