DirecTV has launched a new application for the smart watch, to get closer to the tech savvy users and allow browsing from the tiny device.
The most popular retailers have also launched a series of applications which allow users to browse through their list of items and proceed with purchase directly from the tiny screen of their devices.
Opinions on this matter however are not pretty much supportive of that, as there is great difficulty in optimizing the website content to perfectly fit on the tiny screen of the Apple Watch
Commentators say that the limited width and length of the screen, ranging from 38mm to 42mm is uncomfortable for browsing e-commerce pages, especially in the apparel field, no matter the way web masters choose to optimize their site. Rich visuals are mandatory to make purchases on mobile devices and it’s less likely that consumers will do that with the help of a watch.
Beyond the comments lays the app recently launched by DirecTV, allowing customers to program their DVR’s from their wrists, browse lists of products and use remote-control features. Also through the DirecTV app released for Apple Watch, users can play, fast-forward, rewind or pause recorded content, view channel and episode details of TV shows and movies and navigate the on-screen guide.
There are more than 3500 apps created for the Apple Watch only in the retail field. Target, Asos, Amazon and Marks and Spencer are only a few.
However, users find it difficult to go through a purchase with the Apple Apple watch features, needless to say that looking at a video is rather frustrating than entertaining, when it comes to the small screen of the device.
Lucie Greene, director at J Walter Thompson Intelligence, reported that “It’s been established that even on smartphones, consumers want detail and rich visuals to make purchases”. The Apple Watch is even less user friendly in that matter.
ASOS are among the only retailers who acknowledged the issue and activated a feature which allows users save the items they’re interested in then turn to their phones to see more detail. They also receive alerts on the watch when a product they are interested in gets back in stock or becomes discounted.
The newly launched Apple watch has some important features that cannot be ignored, as the ability to make NFC based payments, Force Touch and the capacity to make and receive calls. However, experts are skeptical of its success, because in spite of its functionality, visuals matter most and for good visuals and good buying experience we need some hell of a screen. Even if the greatest brands in retail and technology are rushing to launch Apple Watch user friendly apps, it’s in the users hands to evaluate the efficiency of such innovation.