Investigating the Distance to Display Holographic Shelf Information in Retailing

Abstract: This paper explores how mixed reality (MR) can be implemented in a brick-and-mortar store. More specifically, it explores at what distances information about shelves should be shown to give users the best possible experience. The MR technology is becoming more and more popular and developers need ground to stand on when developing experiences that uses this kind of technology. There are many factors to consider to develop comfortable and enlightening experiences. Earlier studies on store layout, information processing, consumer behavior, as well as MR design guide lines are used to determine how the specific challenge of viewing distance can be approached. Two levels of distance spans and two levels of information amount are introduced. These distance spans are five to two meters, and closer than two meters. Two hypotheses are defined and user tests were done in a provisional store with a prototype developed for the Microsoft HoloLens. The data received from the tests indicated that the distances proposed were legible and satisfying to use, and most test participants would use this kind of technology in a real-world store. This makes the distances proposed to at least be a starting point for developers, although it is very important to test the specific application in the specific context. In the end of the paper, different topics that might affect the users' experiences are discussed and the results are evaluated.