Tesco announced earlier this week that it was the first retailer to realise the potential of Google Glass. Yesterday Google revealed that it is halting sales of the device. It was a marketers worst nightmare especially for a retailer that has endured PR disaster after disaster in recent months.
Tesco had triumphed the launch of its Tesco Grocery Glassware, allowing users to browse goods, view nutritional information and add items to their shopping basket all hands-free. This would then allow shoppers to review items at a later date on an alternative device and complete their shop.
The retailer itself admitted it was an initial foray into the technology – a simple, functional app designed to take advantage of the much-hyped Google Glass.
Yet Google’s announcement that it is cancelling sales of the device and working instead on a redesign that is likely to make it more acceptable to consumers than the current rather sci-fi version shows that in truth, for consumers at least, the technology has failed somewhat to find its niche.
Retailer cynicism
Even Tesco’s own comments about the device showed it did not believe the technology was going to change the world – more that it, like its counterparts, should be seen to be at least considering the platform. Pablo Coberly, an innovation engineer at Tesco Labs, said at the time it was simply a complementary device.
“We don’t envisage Glass becoming the new platform for shopping as its functionality is different, and more immediate. Instead, it complements other devices and integrates shopping into everyday life,” he said.
So does it still have any potential for marketers in the retail world? Back in 2013, YouGov research showed that even before the launch of Glass consumers were expressing interest in the device to complement their shopping experience.
The survey also disclosed that one in three consumers (38%) said that they would use Google Glass to create a shopping route, over a quarter (27%) would use it to check stock availability and 22% said they would like Glass to unlock additional offers and promotions.
A victory for smart watches?
Tesco claimed future development would be driven by customer needs and demands and asked for consumer feedback to help shape the future of its Google Glass initiatives. Little did the retailer realise that its glory would be taken away only a few days later, simply because consumers seem to be more comfortable with other wearable devices such as smart watches rather than smart glasses.
Some brands have already taken advantage however. Beauty brand YSL Beauté introduced Google Glass tutorials at retailers including Bloomingdale’s and Selfridges last September in the US and in the UK in December. It allowed beauty assistants to wear their devices to record make-up tutorials and customer makeovers which are then shared via email to the customer afterwards allowing huge potential to drive email open rates and sales conversion.
Google will still sell to businesses such as these and in retail at least the technology could also work at both front and back of store to help with picking for example. But as for it being the marketing tool many hoped it would be – it seems that idea at least has to be filed under future development for now.
