Tesco declared this week that it was the first retailer to realise the potential of Google Glass. Google revealed that it is halting sales of the device, yesterday. This is a nightmare especially for a merchant that’s endured PR disaster after disaster in recent months.
Tesco had triumphed the launch of its Tesco Grocery Glassware, permitting users see info to navigate goods and include items to their shopping basket. This would then enable shoppers to review items at a later date on an alternate device and complete their store.
The retailer itself confessed it was a first foray into the technologies — a program designed to make the most of the much-hyped Google Glass.
Yet Google’s announcement it’s cancelling sales of the device and functioning instead on a redesign that’s likely to make it more acceptable to customers than the present rather sci-fi version shows that in truth, for consumers at least, the tech has failed somewhat to find its niche.
Retailer cynicism
Even Tesco comments about the apparatus showed it didn’t feel the technology went to change the world — more that it, like its counterparts, needs to be seen to be at least contemplating the platform. Pablo Coberly, an invention engineer in Tesco Labs, stated at the time it had been a device.
“We do not envisage Glass getting the new platform for buying because its functionality is different, and much more immediate. Instead, it complements other apparatus and incorporates shopping into regular life,” he explained.
So does it have some potential for marketers in the world? Back in 2013,YouGov research showed that even before the launch of Glass consumers were expressing interest in the device.
The survey also disclosed that one in three consumers (38%) said that they’d utilize Google Glass to create a shopping course, over a quarter (27 percent) would use it to check stock availability and22% said they would like Glass to unlock additional offerings and promotions.
A success for smart watches?
Tesco claimed client needs and requirements would drive future development and requested for consumer feedback to help shape the future of its Google Glass initiatives. Little did the retailer realise that its glory could be removed just a few days afterwards because consumers appear to be more comfortable with wearable devices such as smart watches as opposed to glasses.
Some brands have taken advantage however. Beauty manufacturer YSL Beauté introduced Google Glass tutorials in the United States and in the United Kingdom in December September at retailers such as Selfridges and Bloomingdale’s. It enabled beauty assistants to wear their apparatus to record make-up tutorials and customer makeovers that are shared to the customer through email.
Google will sell at least and in retail to companies such as these with picking for example the technology could work at both back and front of shop to help. But as for it being the marketing tool most hoped it would be — it seems that idea must be submitted under development for now.
