High Street isn’t dead it just smells funny
A report based on research carried out by YouGov for Venda suggests that wearable technology may come to the aid of besieged High Street retailers. Even though Google’s wearable spectacles – Glass, hasn’t actually been released commercially yet, youngsters say they would wear them. Of course, with no real experience to go on, attitudes towards Google Glass were mixed. Women, for example, more self-conscious about wearing them. On the whole, it seems that the majority would be open to offers fed to them via Google Glass whilst browsing in bricks & mortar premises.
The report is entitled, ‘Wearable Technology: The High Street’s Secret Weapon?’ report and has been sponsored by digital commerce solutions provider – Venda.
It coincides with the British Oficie of National Statistics’ disclosure of the July retail figures here.
One key finding is that almost a third of consumers (28 per cent) would use the wearable technology to access in-store promotions.
Over a quarter (27 per cent) would use the technology to search for available stock and product ideas to purchase while in-store. But that figure rises to 45 per cent for 18-24 year olds.
Over one in five consumers (22 per cent) would like to be able to unlock additional offers and promotions, via digital screens such as store window displays.
Worryingly, though, 79 per cent would feel a degree of embarrassment wearing the technology.
That figure rises to 82 per cent amongst women who are definitely more self-conscious.
“Wearable technology has been identified as a potential driving force for the high street’s renaissance,” claimed Eric Abensur, Group CEO for Venda.
“With this technology, margins can be preserved and conversion optimised by offering the right offer to the right customer at the right time in a personalised way.”
Eric added, “Consumers will choose to adopt the technology if and when retailers clearly articulate the benefits for them.”
Read the full Press release (with more stats) here.