While new immersive technologies are expected to significantly impact a variety of industries, retail could face the largest immediate transformation. Virtual and augmented reality headsets at the retail level could become the norm in as little as three years, suggests data from CCS Insight. According to Advertising Age, “Brands are in the early stages of using virtual reality to create fully immersive, contextual experiences that reach beyond existing physical and digital channels to create a very new, and very real, type of shopping experience: v-commerce.” The article offers the following strategic recommendations: Start playing and testing, focus on mobile-enabled VR, and integrate technology.