Immersive audio places sound in space, so it appears to come from a direction rather than from the speakers. Spatial formats and directional arrays both do this, by different means.
In an experiential installation it does real work: sound arriving from where an object appears is what makes a projection feel physically present, and a directional speaker can put audio in one standing position while leaving the rest of the room silent.
The caveat is that the second use is the practical one and the first almost never survives a venue. Spatial audio needs a controlled acoustic space and a listener in roughly the right position; a retail floor has neither, and the effect collapses into ordinary stereo everywhere except one spot.
Directional audio is the version worth budgeting for in a shared space, because it solves the real problem: letting a screen have sound without imposing it on staff and passers-by. Judge a proposal by whether it is doing that, or selling an effect that only exists in the demonstration room.