In just over a week the Apple Watch will be in stores around the country, and while some are looking at the new offering as a fun gadget others are wondering how this new tidbit might change how we look at and interact with brands. One expert sees three ways the Apple Watch may change things.
First, it could augment the way retailers think about and approach their apps.
“Today, retailers typically extend their web strategy to their mobile experience by forcing all features of a website into an app, failing to realize that shoppers use the smartphone and web browser for different purposes. This ultimately makes the app too difficult to navigate and not useful for shoppers. With the watch’s smaller screen, retailers will now be forced to reconsider the user experience on the new medium and will no longer be able to copy their web experience onto the watch. Retailers will also need to importantly consider how they will use the phone in combination with the mobile app, how to leverage the smartphone, how to leverage the data connection, and how to leverage the content in the app,” said Josh Marti, CEO and Co-Founder, Point Inside.
Second, it could optimize stores’ productivity.
“The Apple Watch not only benefits shoppers, but also store associates who wear it. With the watch, employees will have their hands freed up, increasing productivity and efficiency. With two hands to grab and process items, the watch will offer store associates the opportunity to optimize fulfillment programs and streamline the shipping process, including pick-up and packing for curbside delivery. Store associates can also receive task notifications on the watch and alerts if a shopper needs help in a certain aisle. Warehouses have had devices like this for years to manage task lists, but this can now happen in-store with the sleek form factor of the watch,” said Marti.
Third, it could gamify shopping as we know it.
“If the shopper opts in, the Apple Watch has the ability to trace shoppers’ route and location from the moment they enter the store to their final purchase. Not only is this an important metric for retailers, who can use the data to optimize store layout and product inventory, but it’s also a noteworthy tool for shoppers if retailers choose to gamify the experience. With the features afforded by the watch, retailers could design an interactive app or “game” where shoppers use product location and routing technology to discover specific items throughout the store, potentially earning shopping “points” along the way to redeem for rewards or beating their own high score for productive shopping,” said Marti.
More from Josh and Point Inside next week, including how the Apple Watch could impact advertising options.
Source: BizReport
