Although the art of purchasing via Apple Watch applications has not yet reached its zenith – with 24 percent of consumers wary of making impulse buys on the wearable – retailers can fuel sales by offering in-store shoppers easy access to coupons and loyalty programs, according to a GPShopper report.
The report, “Cracking the Mobile Code: The Apple Watch and Retail,” revealed that 23 percent of Americans would consider purchasing the next incarnation of the Apple Watch, although nearly 24 percent of that group would refrain from buying products on it, due to concerns about making an impulsive purchase. Although the Apple Watch may not serve as the most lucrative primary purchasing channel, retailers can still leverage their wearable-friendly apps by making coupons and loyalty rewards easily accessible for individuals needing an incentive to make an in-store purchase.
“The most critical takeaway that retailers need to pay attention to is that people are interested in buying the Apple Watch but, at this point, they just aren’t looking to make sizable purchases on the device,” said Maya Mikhailov, co-founder and chief marketing officer of GPShopper. “The fact that 63 percent of consumers wouldn’t spend more than $100 on the Apple Watch should be a wake-up call for retailers that have Apple Watch apps or are in the process of developing one.
“That’s not necessarily a bad thing — it’s just that retailers have to stop thinking about mobile as a way to simply recreate their online catalogs like they did on desktop. The real opportunity for retailers in the Apple Watch is to engage shoppers and tie the device into the broader mobile shopping experience in both stores and online.”