New research has surfaced which suggests that too many consumers, the concept of wearable technology is still alien. With many big brands hoping to push this technology in 2015, a lack of consumer understanding could be a serious blow. Credico UK reveals how Event marketing or other forms of Direct Marketing could help.
Wearable technology is set to be one of the hottest trends, with a number of new brands unveiling new wearable devices according to Marketing Week (3rd March 2015). Market research group CCS Insight has forecasted that global sales in wearable technology will hit 135 million units in 2018, up from 9.7 million in 2013. Many brands are relying on new wearable technology to make them stand out from their competitors and the health and fitness functions of wearables are continuing to advance as a result of improving sensor technology; enabling users to track heart rate, sleep patterns, nutrition intake etc.
Most consumers have not yet bought into the hype surrounding wearable devices. 61% of adults surveyed would not buy one according to research from Marketing Week. Google’s recent decision to stop the production of its flagship wearable product, Google Glass, demonstrates the difficulty of launching a new concept device for the mass market. A survey of 2000 people commissioned by the experiential agency Fizz, revealed 37% of consumers feel there is no need for a wearable and 15% claim it is ‘a fad’. Credico UK state that companies can’t just rely on a brands previous success and that the needs of a target audience must be understood before the new technology can be accepted by consumers.
The Fizz research also found that 41% of respondents would feel more tempted to buy wearables if they could interact with them by touching them and trying them on first. 31% stated that in-store demonstrations would encourage a purchase to be made. Credico UK believe event marketing (a form of direct marketing) could be beneficial in filling the gap in consumer understanding and it will help to get consumers exciting about wearable technology. This is because it will enable consumers to interact with the technology before they buy it and the sales representatives will have the necessary training to advise shoppers about the technology.
Credico UK is the Britain’s leading field sales organisation that offer clients a new customer acquisition programme that is tailor made to suit their individual requirements. The organisation has gained vast experience in all aspects of direct sales including event marketing.