Holograms and bio-sensors were possible to become the reality of next-decade personalized shopping, according to Brian David Johnson of Intel. Johnson cited the couple of technical innovation and falling costs to drive this change.

Johnson also cited the findings of Massachusetts Institute of Technology (MIT) researches as proof that new technology can cost cheap for popular use. MIT showed how an optical chip can be built at only about US$10. The chip could produce color holographic-video displays. The MIT findings were released in Nature journal.

According to Johnson, retailers will be able to digitally display their current products and items on sale. This would basically eliminate the need for physical shelf space that retailers prize today. These "holostores", as he called these future stores, would have instead "intelligent shelves" that help consumers shop seamlessly. For example, it could highlight wines that would match well with salmon.

Johnson worked at Intel, American chipmaker with headquarters in Santa Clara, California. The chipmaker earned US$0.39 per share which was in line with the consensus estimate of analysts. However, revenue was US$12.81 billion, which fell short of expectations at US$12.89 billion. For the third quarter, Intel estimated revenue to be around US$13-14 million.