Imagine to look through 3-D glasses and experience a fashion show from Europe complete with music and smells. As a model walks down the runway her perfume will be noticeably in the air. Also, when she holds out the very expensive leather purse viewers will get a 3-D view of it you all will be able to smell the fine leather ...

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Another "Immersive Retailing" is called the IBM Cave. The demonstration brings the user into a virtual reality experience using a 3-D virtual world and stereoscopic goggles. These goggles react with the head movement of the user and create 360 degree view of a virtual reality room. IBM uses the technology as part of a scenario which has a consumer redesigning a room in his house into an entertainment room.

IBM at National Retail Federation Convention & Expo 2008
New York City January 13–16, 2008

Since more than 50 years IBM works on innovations for retailers. New "immersive shopping" technology may soon allow consumers to step into a virtual experience where they can interact with products before buying them.