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Amazon has built an incredible experience online, a lot of it recognizing who you are. >> they want that experience offline. >> offline retailers need to be able to recognize you really on any channel you engage with them, whether it be online social or in-store. >> reporter: the technology which you opt into is baked into their payment system. it's also integrated into a store as app so you'll get push notifications when you enter the store. >> it will say welcome back. it might suggest a new product, provide you with an incentive to try something new. >> reporter: the founders were previousl...

Incentive to try something new. >> reporter: they were previously behind google wallet but this technology doesn't require a phone to pay. >> you don't have to pull out your phone or wallet. you walk up and you enter an index p.i.n. and you effectively log into the store. >> reporter: right now it's limited to smaller stores but they are hoping that eventually the technology will be in major retailers. and imagine this, by walking into a store, you're actually logging into that store. ads are getting smart, too. imagine technology that knows your gender. knows how you feel. immersive labs is m...