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How global retailers are using immersive experiences in stores

Popular wisdom has it that people remember 10 per cent of what they hear, 20 per cent of what they read, but 80 per cent of what they see and do. A number of academic studies over the years have backed this up, revealing that the closer a commercial situation is to real life, the more likely consumers are to remember it, respond to it – and, presumably, buy whatever it is on offer. So here we are in the era of immersive reality, which includes augmented reality (overlaying digital content on t