Enhancing the Customer Experience by Mixed Reality in the Retail Industry

Jiang, Yirui; Tran, Trung Hieu; Williams, Leon; Palmer, Jaime; Simson, Edgar; Benson, D. Frank; Michael, Christopher; Christopher, Daila

doi:10.1145/3480433.3480438

Cited by 1 publication

(2 citation statements)

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“…Three-dimensional models and 360 • view pictures of retail products have been adopted previously in web-based shopping applications. They have also been a topic of research interest to deploy such practices in mobile-based AR [82,83]. As the users also suggested more detailed and product-specific information along with product variations, it validates the idea of including a large amount of information in shopping assistance applications that can communicate different aspects of the product, including more tangible aspects such as the shape, size, and color [83].…”

Section: Natural Interaction Techniques (R3)supporting

confidence: 57%

“…They have also been a topic of research interest to deploy such practices in mobile-based AR [82,83]. As the users also suggested more detailed and product-specific information along with product variations, it validates the idea of including a large amount of information in shopping assistance applications that can communicate different aspects of the product, including more tangible aspects such as the shape, size, and color [83]. The impact of user reviews along with average ratings by fellow shoppers have been studied by authors [84].…”

Section: Natural Interaction Techniques (R3)mentioning

confidence: 99%

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Design Principles of a Mixed-Reality Shopping Assistant System in Omnichannel Retail

et al. 2023

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New digital technologies furnish retail managers with new means to enhance consumer experiences in omnichannel retailing. Conceptual academic literature and industry emphasize the promising use of immersive digital displays and their potential benefits for retailers. In this research, we present the design of a personal shopping assistance system that is based on optical see-through mixed-reality technology. Microsoft HoloLens 2 was leveraged as the archetype to realize this novel system, facilitating consumer information search and decision making. The design incorporates various shopping assistance elements (i.e., product information, reviews, recommendations, product availability, videos, a virtual cart, and an option to buy). Users can interact with these elements with gesture-based inputs to navigate through the interface. A qualitative study with 35 participants was conducted to collect users’ feedback and perceptions about the mixed-reality shopping assistant system. Derived from the qualitative feedback, we propose seven design principles that aim to support future designs and developments of mixed-reality shopping applications for head-mounted displays in omnichannel retail: rigor, informativeness, tangibility, summary, comparability, flexibility and holism.

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Section: Natural Interaction Techniques (R3)supporting

confidence: 57%