Mixed reality in U.S. retail: A review: Analyzing the immersive shopping experiences, customer engagement, and potential economic implications

Abstract

This study aims to explore the transformative impact of Mixed Reality (MR) technologies in the U.S. retail sector. It focuses on analyzing how MR reshapes shopping experiences, enhances customer engagement, and influences the economic landscape of retail. The methodology encompasses a comprehensive literature review, utilizing academic journals, conference proceedings, and industry reports. The search strategy involved keyword searches and manual screening, with inclusion and exclusion criteria set to filter relevant literature. The selection criteria prioritized recent studies to capture the latest trends in MR technology. The key findings reveal that MR technologies have evolved significantly, offering immersive and interactive shopping experiences that revolutionize customer engagement and satisfaction. The economic implications of MR in retail are profound, indicating substantial market growth and financial opportunities for retailers. However, the adoption of MR also presents challenges, including the need for integration into existing retail models and the development of user-friendly interfaces. The study also highlights the importance of regulatory frameworks and standardization in the successful implementation of MR technologies in retail. In conclusion, MR technologies hold great potential for the retail sector, offering innovative ways to engage customers and enhance their shopping experiences. However, realizing these opportunities requires overcoming various challenges, including adapting financial strategies and addressing infrastructure needs. As MR continues to evolve, it is poised to play a pivotal role in shaping the future of the retail sector. The study underscores the need for ongoing research to fully understand and leverage the potential of MR in retail.