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In-store demos drive demand for wearable tech

Monday March 9, 2015 at 9:35am
Almost half of UK consumers are willing to spend £111 on a newly launched piece of wearable technology, equating to £35m across the UK adult population, according to a new report. The report also found that the ability to touch the product or try it on was the top reason why consumers said they were more likely to buy a piece of wearable technology in-store (41%) than online. This was closely followed by in-store demonstrations explaining how the product works (31%) and expert knowledge from the retail assistant (28%). Online research proved to be the most common way people learn about the products, with two in five (41%) opting for this method, followed by recommendations from friends and family (32%) and social media reviews (23%), before ultimately purchasing in-store. The research was commissioned by experiential agency Fizz Experience. It found that wearable technology that helps people get fit is the most desired, with over half (53%) of those surveyed saying they would like to invest in this. This is followed by wearable technology to alter style and appearance (27%). With the launch of the highly anticipated Apple Watch looming, it is interesting to note that while nearly half of consumers (48%) have heard of it, only one in five of these people (21%) know how it will work and what it can be used for. Similarly, even though a third (33%) of consumers have heard of Sony’s SmartWatch, only 16% of these people know what the product does. Jill Pinner, chairman and founder of Fizz Experience, says: “There is huge growth predicted in the wearable technology sector in 2015 with some big launches planned. Considering how new the concept of wearable technology is to the general public it is extremely encouraging to see three quarters of Britons wanting to invest in a piece of wearable technology. There is a big opportunity for brands, especially in the health and beauty sector, to meet consumer demand and for retailers of wearable technology to invest in their in-store experience and online presence, as they play a fundamental part in the customer’s route to purchase.”
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