By Xuanyan Ouyang

Virtual reality is growing robustly in recent years, but going beyond the shiny surface of the new technology and adapting it to business is still difficult.

InContext Solutions Inc., a Chicago-based virtual reality shopping and retail solutions provider, is seeking a leading spot in the industry. It increases retailers’ efficiency by testing ideas before implementing them and analyzing customers’ behavior through 3D simulations of real shops. But how to change the mindset of traditional retailers is still challenging.