Current State of Mixed Reality Technology for Digital Retail: A Literature Review

Immersive 3D environments have been a major research area in different scientific domains such as Human-Computer Interaction, display devices, etc. Mixed Reality (MR) technologies are one of the most interesting section of immersive environments that has a huge potential of deployment in a diverse range of industries, Retail being one of them. Retail started from traditional physical in-store setups and has been evolving ever since. Integration of technologies gave birth to Digital and Omnichannel Retail and for efficient development and deployment of MR in Omnichannel Retail, appropriate research must be made to provide proper frameworks and guidelines to developers and managers to optimize User Experiences. This paper investigates the current state of the art of MR in Retail by reviewing the present literature in the domain. It proposes important research gaps based on the analysis and understanding to provide further researches a clear picture of the different aspects associated with optimal application of MR technology in Retail sector.