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BizReport : Trends & Ideas : August 16, 2013


Could wearable technology revitalize in-store shopping?

A new survey shows that wearable technology, such as Google Glass, has the potential to revitalize in-store shopping by engaging shoppers in a visual and novel way.

by Helen Leggatt

In a survey of 2,000 UK adults, digital commerce solutions provider Venda found that over a quarter (27%) would use wearable technology to search for available stock in-store, as well as finding new product suggestions.

Among younger adults, between the ages of 18-24, the idea of wearable technology aiding in-store shopping is even higher at 45%.

Almost one quarter (22%) said they would like to be able to get additional offers and promotions via in-store or window-display digital screens, which points to technology such as Google Glass as being a motivator of impulse shopping.

logo_customers_venda.png"Wearable technology has been identified as a potential driving force for the high street's renaissance," said Eric Abensur, group CEO of Venda. "With this technology, margins can be preserved and conversion optimized by offering the right offer to the right customer at the right time in a personalized way. Consumers will choose to adopt the technology if and when retailers clearly articulate the benefits for them."

Retailers that do not adopt, or prevent the use of Google Glass-type wearable technology in-store, face the wrath of consumers keen for new shopping experiences. Over one quarter (28%) of survey respondents believe retailers should not be allowed to ban the use of wearable technology in-store and over half (52%) think that if they do it means they have something to hide.

Whether or not Brits take to wearing technology such as Google Glass remains to be seen. While not yet commonplace in the country, many (79%) say they would feel somewhat embarrassed to wear the device while out and about, more so women (82%). However, rather than walk around with the glasses permanently being worn, 13% said they would feel less embarrassed if they were to only wear them in-store.






Image via Shutterstock

Tags: brick-and-mortar, in-store, retail trends, UK, wearable technology. Google Glass








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