We briefly discussed possibilities for engaging Apple Watch users last month, but now that the Watch is making its way onto the wrists of early adopters, it’s time to dive deeper into building strategies that drive engagement and conversion.
Apple Watch users are looking for personalization and convenience. They don’t want to go looking for information, they expect it to come to them.
One of the biggest challenges in designing an app for the Watch is determining how to engage customers on a screen approximately one-third the size of an iPhone 6 and still provide a useful user experience. Retailers will also face challenges in finding ways to seamlessly interact with customers without being intrusive.
There’s a big opportunity for retailers to stand out while the Watch is still in its youth. Even though over 3,500 Apple Watch apps are available, only a handful of retailers currently offer apps for the Watch, including Target, Amazon, JCPenney, Kohl’s, and QVC.
We caught up with one of our very own Branders to discuss bridging the gap between online and in-store experiences for omnichannel retailers.
“It’s more likely that a user will have location services and WiFi enabled if they have a watch,” said Chris Brack, Lead Engineer at Branding Brand. “Retailers that incentivize customers to connect to their store’s WiFi or grant their app GPS access will drive conversion and gain insight on how customers navigate the store.”
Brack explained that in-store interactions provide a greater understanding of how customers utilize their mobile devices and wearables. Retailers can leverage these insights to optimize marketing placement, capitalize on otherwise non-converting store visits, and increase brand loyalty so the customers are more likely to return to the store or the app.
“As location services become more refined and more widely-used, retailers are now empowered to record customer activity within a store,” said Brack. “If a retailer’s app registers that a customer goes into a store and leaves shortly after, this action can trigger a notification saying, ‘Did you find what you were looking for? Get free shipping on your next online purchase.’”
Retailers should be thoughtful when sending notifications to avoid disrupting customers; however, using notifications in a relevant context can deliver rewarding experiences and increase user engagement and loyalty in the long-run. Alerting users of a shipped purchase or in-store offers at a nearby store are low risk and high reward notification opportunities.
There are many other ways for retailers to engage their customers to increase conversion and sales, including:
- Location-based ads
- Loyalty cards
- Shopping lists
- In-store item locator
- Order tracking
- Store locator
While the Watch opens up a new realm of possibilities to reach your customers, it’s important to understand your customers and their expectations for connecting with your brand. Talk to us today to see if your brand is ready for an Apple Watch app.