230013Immersive RetailClosedProcurementInnovate UKWe will build an Immersive Retail environment, called the Shopping and Immersion Platform (SIP). Customers will enter the Shopping and Immersion Platform via a Virtual Reality HMD where they will be able to intuitively interact with objects. A focus on the quality of the environment and the ease of interaction will be the defining experience for customers. The platform will collect and analyse data at both the individual and group level. In response to individual level metric analysis, the environment will become tailored to individual customer preferences based on data collected from their actions. At the group level we will be able to look at trends across all users and see how this may be benefitting the customer experience. For example, does the ability to view objects in VR lead to a reduction in the return of big ticket items ? The Shopping and Immersion Platform will not be constrained by the existing layout, floor plan and footfall of retail environments. Whilst providing a retail experience that is different to the existing John Lewis shopping journey, SIP will feel like an extension of the brand.