The information processing system of the brain has stored the experience — with the emotions, physical sensations and beliefs that occurred at the time of the event.
Some theories of hippocampal function treat the hippocampus as an index (much like an index at the end of a book) that binds together elements of an experience but does not store the experience itself.
It adopts an ontology database to store the experiences of tuning values for classifiers.
And if a user were inside the store, the experience at launch could direct them to the in-store sales, or point to the aisle-by-aisle map.
In store, the experience is also hands-on.
Just as essential are the containers we use to store that experience, and the way they hold our stories.
But for most brick-and-mortar stores, the shopping experience hasn't really changed.
Imagine an online store that replicates the experience of stepping into a boutique.
Control and coordination of the many inputs and stored experiences and the organization of appropriate patterns of response are the province of the brain.
That beyond a few flashy screens in stores that don't do much, the store experience of 2018 is effectively indistinguishable from the store experience of 1985.
