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 sections of immersive environments that have 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.

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.

Pulsed-wave Doppler ultrasound is a widely used technique for monitoring pregnancies. As ultrasound equipment becomes more advanced, it becomes harder to train practitioners to be proficient in the procedure as it requires the presence of an expert, access to high-tech equipment as well as several volunteering patients. Immersive environments such as mixed reality can help trainees in this regard due to their capabilities to simulate real environments and objects. In this article, we propose a mixed reality application to facilitate training in performing pulsed-wave Doppler ultrasound when acquiring a spectrogram to measure blood velocity in the umbilical cord. The application simulates Doppler spectrograms while the trainee has the possibility of adjusting parameters such as pulse repetition frequency, sampling depth, and beam-to-flow angle. This is done using a combination of an optimized user interface, 3D-printed objects tracked using image recognition and data acquisition from a gyroscope. The application was developed for Microsoft HoloLens as the archetype of mixed reality, while a 3D-printed abdomen was used to simulate a patient. The application aims to aid in both simulated and real-life ultrasound procedures. Expert feedback and user-testing results were collected to validate the purpose and use of the designed application. Design science research was followed to propose the intended application while contributing to the literature on leveraging immersive environments for medical training and practice. Based on the results of the study, it was concluded that mixed reality can be efficiently used in ultrasound training.