"Wearables will convey huge advantages to 'first-mover' retailers and brands that embrace the technology," says Crawford, VP of shopper marketing research agency Match Shoplab and author of The Shopper Economy.
"Just like smart retailers have created lasting relationships with their customers by creating time and money-saving smartphone apps, leading marketers and merchants will figure out how best to integrate their offerings with wearables like Google Glass to create unshakeable brand loyalty."
She expects the impact of wearable technology to first be felt in the fashion field where a top brand or retailer will offer its own augmented selling channel for wearables. Wearables will be paradigm changing, providing consumers with information and advice while looking at product.
"Wearable technology will impact retailers and marketers and different speeds. I expect it will be felt first in fashion, entertainment and gaming, then gaining traction in mass, grocery and drug channels, along with consumer packaged goods a little later," she concludes.
