The way we shop has changed significantly over the years. From the fondly-remembered local markets and high street grocers to the supermarkets and massive out-of-town big box megastores, retail has been an ever-evolving beast as we, the consumer, have sought a greater range of products, more purchasing convenience and lower (and lower) prices. However, despite these advances in retail, nothing has had an impact on the way we shop quite like the digital revolution.
Search engines have allowed us to research our prospective purchases, social media has enabled us to find out what others think about it, while e-commerce has made it easy to source and buy exactly what we want, when we want it and at the cheapest price – all from the comfort of our own home.
Digital has given shoppers a lot more buying power. Enabling them to indulge their desires as well as make informed choices about the exact products they want, how much it will cost them and the way they want to receive it. Retailers have embraced omni-channel shopping – providing a seamless shopping experience across all devices and platforms (physical and digital) – and are exploring new ways to improve their shopping experience and make it easier for consumers to shop with them. But how will wearable technology change our shopping experience?
As John Gillan, Google’s head of retail, commented: “They give you niche data that allow you to speak to customers better than ever before.” Big data, loyalty cards, iBeacons, QR codes – his statement could be applied to any of these, but instead he is referring to wearable tech: the latest potential red herring for retailers.
The interest around wearable tech is not something to be ignored: 10m fitness bands were expected to be shipped in 2014 and at the time of writing, the tech media is in an Apple Watch frenzy.
There is definitely potential for retailers to take advantage of wearable tech should it be widely used. The ability to serve contextual information such as in-aisle navigation and instant price comparisons to match online expectations could be of great use for consumers, and add an extra layer to the customer experience.
Whether it’s using music to control the pace of supermarket customers, or having models as sales assistants, retailers have long relied upon tactics to heighten shopping experiences. With the emergence of omni-channel retail, shopping needs to – and can – be more experiential than ever before.
From iBeacons to holograms, numerous retailers have made the most of the newest technologies on offer in recent years. Ikea, for example – a brand that isn’t afraid to experiment with technology – created an augmented reality app to allow users to bring their showrooms into their own home and virtually decorate their rooms with Ikea furniture.
In a similar spirit to Ikea, there will undoubtedly be retailers keen to begin utilising wearable tech in their marketing campaigns. But the danger for retail is that wearable technology is still in relative infancy. Some major players don’t have mobile optimised websites yet and many are still only really using mobile payments.
There is also the concern that wearables need to overcome a social norm. Google Glass raised a big debate in society as to the intruding nature that technology can play in our lives. Despite Google’s TV advertising trying to persuade us otherwise, I’ve never met someone who says “OK Google…” before they attempt a task.
Currently 43% of customers say they could envision using wearable devices for shopping – so right now, I would argue that it’s too early for retailers to jump on the wearable technology bandwagon. It would be a shrewder decision for brands to focus on improving their omni-channel strategy.
Only time will tell the extent to which consumers adopt this wearable technology – and only once it’s been widely adopted can brands begin to explore opportunities to engage with consumers via wearable tech.
Allan Blair is head of strategy at Tribal Worldwide London
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