Many retailers have tried and failed to shake up the in-store shopping experience by capitalising on advancements in consumer technology. Until now.

Many retailers have tried – and failed – to shake up the in-store shopping experience by capitalising on advancements in consumer technology (remember the Tesco TV? Seen many digital barkers recently?). That is until now.

Last night Apple dived into wearable tech and claimed another slice of history: the Apple Watch. It was an announcement many were expecting but the style and capabilities of the product didn’t fail to excite with Twitter and the #applewatch hashtag going crazy.

The retail landscape is set to change dramatically with the launch of the Apple Watch and the iPhone 6, which is Apple’s first phone to include near field communication technology. They will disrupt the shopping journey and in-store experience like never before. Here’s how:

1. In-store navigation

The Apple Watch features map capabilities that will allow app developers to create in-store maps for retailers to help shoppers navigate their way round the store. This could enable the shopper to locate items on their shopping lists, to link to deals,view recipe suggestions and access purchase history, altogether making mission shopping and inspiration in-store easier than ever.

In-store navigation on the Apple Watch will work using haptics – a tactile feedback technology which provides physical sensations.The watch will vibrate when shoppers reach their next turn, using different haptics for whether they should turn left or right, meaning users needn’t look at their watch for directions.

2. Glancing benefits

The ‘Glances’ function on the Apple Watch could enable wearers to check their shopping lists quickly, not to mention finding deals at nearby stores. For retailers, the tapping mechanism also presents an invaluable engagement platform for everything from voucher redemption to recipe inspiration.

3. Pre-book, post-pay

The use of NFC on the Apple Watch and iPhone 6 will enable retailers to use the technology for more than just mobile payments. NFC can be used as a secure way of opening click and collect lockers in-store and other locations such as train stations.

Retailers will also be able to use NFC to let Apple owners check into store to collect orders that have been purchased and ordered in advance. For example, users could order a coffee in Starbucks, a meal in a restaurant or drink in a bar in advance and confirm payment when they reach the store or venue.

The launch of the Apple Watch holds a number of interesting opportunities for retailers to disrupt the retail environment and provide an even more personal shopping experience that goes beyond location-based messaging and large digital screens. If you ask me, shopper marketing just got personal.

  • Viv Craske, head of planning and digital, Live & Breathe