Adopting Mixed Reality Product Customisation in Brick-and-Mortar Retail: Stakeholder Insights for Commercialisation Challenge

Although increasing attention is being paid to implementing mixed reality (MR) technology in retail purchases, integrating MR with brick-and-mortar shops has been overlooked. This study focuses on adopting MR product customisation interfaces in brick-and-mortar shops using fashion retail as an example. It evaluates the designed Mixed Reality Product Configurator (MRPC) through prototype testing (n=15) and in-depth stakeholder interviews (n=26). The study provides recommendations for software developers, designers, and retail managers in four aspects: 1) addressed the significance of MRPC for brick-and-mortar retailing, 2) identified four aspects for MR retail mass adoption, namely system development, interior environment design, marketability, and management strategy, 3) defined prospective retail shop genres that adopt MRPC, and 4) defined prospective consumer genres that adopt MRPC. The findings define the challenges and requirements of MR retail commercialisation, facilitating stakeholders to develop MR-based retail for commercial mass customisation in the marketplace.