Great article from the ever reliable blog PSFK, Ray Velez of Razorfish on the ways retailers are using digtial tech to enhance real world shopping experiences. We at The Ideas Machine particularly like his take that it is about integration and using digital in the real world space, not just about mining digital channels for customers. They touch on one of our favourite technologies, Augmented Reality and Google’s investment in Magic Leap. The startup team whose business is part funded by Google ( and consequently now valued at over $1bn) use tantilising phrases full of promise like ‘the world is your new desktop’ …..have a read about Magic Leap and why they are attracting big bucks $$$ of investment on TechCrunch here, and admire the little AR elephant jumping around in the palm of the journalist’s hand! The Ideas Machine can’t wait to have our reality well and truly augmented.