Wearable Technology Is Breaking The Retail Distribution Model

Smart technology is becoming mainstream very quickly. Not a day goes by without hearing about some new piece of smart technology that can help you get fitter or smarter or improve your life in some other way. In the past week alone, I’ve heard about devices that can improve your tennis swing, improve your posture, sense your presence, and generate energy from walking — not to mention the new smart watches, handheld 3D printers that can draw bones, smart breathalyzers, and, of course (!) smart wigs!

These devices are starting to find their way into the hands of consumers, but much of the retail channel has yet to catch up. Smart locks, smart wearables, and smart fitness devices are all generally being sold through the traditional online and offline channels for electronics and devices; sports stores, clothing retailers, and home hardware stores have been slow on the uptake. In the US, we have already seen some electronics retailers (such as Best Buy) significantly expand their “smart wearables” section from a small pod to an entire aisle or even a dedicated corner or section of the store. At the same time, many sports stores have not even started carrying the latest fitness tracking devices — something that should be in their sweet spot.

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