by Kurt Heinemann
— 1 hour ago
in Contributors 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 for all to see. Grand predictions and superlatives about the ecommerce space can’t mask the audience’s feeling and understanding of some hard truths: Gymboree and Toys R Us are only a couple examples of the retail chains that have filed for bankruptcy recently.

Some fundamental aspects of the traditional brick-and-mortar retail experience are crumbling. Enter Virtual Reality.

It’s the latest and most beloved of potential saviors of retail, and the narrative is being pushed in articles at Forbes and just about everywhere else. It’s easy for analysts and retailers to hang their hat on this one.

After all, when Facebook’s Mark Zuckerberg says his goal is to get one billion people into VR (and he’s pricing the Oculus headset at $200 to do it), it’s easy to get excited about VR’s potential impact on retail. But there’s only one problem. Read more from…

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