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Where were you on Day 1 for wearables?

4/21/2015

Those who failed to grasp the significance of the iPhone when it launched in 2007 are not going to make the same mistake twice with the introduction of the Apple Watch –- a wearable technology device that hit the market April 24 with some well-deserved hype and considerable transformative potential.


The introduction of the Apple Watch doesn’t rise to the level of such “where were you when” memorability as September 11, for example. But this is Apple we are talking about, and it is the world’s hottest brand. Never mind that the watch is rather clunky looking and offers many of the same capabilities as the iPhone. The introduction of the watch is seen as influencing a wave of new lifestyle behavior changes, including how people shop, and a rash of competitors.


Not surprisingly, Amazon.com was among the first retailers to introduce an app with a user experience specifically designed for the Apple Watch form factor. Many others will follow suit.


“This is still day-one for wearable devices. And we are excited to offer new ways for our customers to get quick glimpses of information they need from Amazon through Apple Watch,” said Paul Cousineau, Amazon.com’s director of mobile shopping regarding the introduction of the new app. “There are times when it might not be convenient to get your phone out of your pocket. So we worked to distill the best parts of the Amazon shopping experience into fast and simple access points from your wrist. Customers can use voice search, 1-Click purchasing, and find all of the key pieces of product information they need. We can’t wait to see how our customers respond.”


They are likely to respond well.It is not hard to imagine a scenario where an Amazon Prime member with an Apple Watch uses the device to order product while on the go somewhere. Jogging through the park with the sport version of the watch and remember the baby needs diapers or want to complete a previously initiated purchase? No problem. Just tell it to the Apple Watch and voila! Things really get interesting for shoppers who live in Miami, Baltimore, Dallas, Atlanta and Austin (and soon-to-be other cities), where the Prime Now expedited fulfillment service is available. The same person jogging through the park could order something with the watch and the merchandise could be on his or her doorstep before arriving home. This isn’t the future. It is now, and retail will never be the same.


Such a seemingly futuristic experience contrasts sharply with the path to purchase still enjoyed by many a shopper and the store experience provided by retailers.


Flipping through print ads in a Sunday newspaper to write out a list on paper and drive to the store to gather items in a cart and then wait in line to interact with a cashier. This is an experience already disliked by many that will increasingly be shunned as new and more desirable methods of satisfying life’s wants and need are fueled by technological innovation and evolving supply chain capabilities.


Remember where you were on April 24, because someday the grandkids may want to hear about what shopping used to be like.


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