Immersive technologies significantly impact customer experience by creating engaging, interactive environments for users to connect with products and brands. Virtual reality (VR) and augmented reality (AR) enhance customer engagement by allowing users to visualize products in realistic contexts or experience fully immersive worlds. This experiential approach builds emotional connections, enhances product comprehension, and often leads to increased satisfaction and loyalty. By integrating immersive technology, companies can differentiate themselves in competitive markets and offer unique value to customers.