The department store retailer launched the Smart Home department in its flagship store on London’s Oxford Street in April, as a means of demystifying the connected home and Internet of Things technology for its shoppers.

John Lewis is banking on its expertise in electricals, home and technology to set it apart from its high-street rivals, and has provided an immersive in-store experience to show customers how technology could be used to make their lives easier.

This week, the retailer started selling Oculus Rift virtual reality headsets across several of its stores, alongside demo stations, at which shoppers can interact with the product.

We talk to John Lewis about what the benefits of investing in this tech and ask how when will it be part of customers’ everyday lives.