Earlier this week, I was having a conversation with a number of smart real estate people about the future of retail in today’s internet and smartphone world. This, of course, isn’t a new topic. The industry has been discussing it for years. And while internet retailing still accounts for a relatively small percentage of overall retail sales (~10%), we all know that change is coming.
One company that came up during our discussion was not surprisingly Amazon.com. But the initial comment was that they don’t make any money. Fortunately for me I had just gone through a presentation by venture capitalist Benedict Evans the night before called: Mobile is eating the world. And so I pulled out my phone and presented this slide:
The fact that Amazon operates with basically no net income is on purpose. Look at their revenue growth! So I wouldn’t dismiss them as being a fad. They may only account for 1% of all US retail sales today, but I’d put money on that percentage growing.
The other reason I bring up Amazon is because, in some ways, I think of them as the online equivalent of a big box store. Just like a Walmart or Costco, where you can buy everything from tires to groceries to prescription drugs, I buy a lot of different things, besides just books, off of Amazon.com. You might do the same as well. And this is where I see the immediate threat to offline retailing and retail real estate: big box stores.
In the second half of the 20th century, big box stores were incredibly disruptive to the retail landscape (and to cities). They used cheap land on the outskirts of cities, cheap buildings, and economies of scale to offer rock bottom prices to consumers. The value proposition was about cheap, not about differentiation. But as cheap as they may be, the internet can still do it cheaper.
And retailers know this, which is why I think they all now sell groceries. Groceries have a very low online penetration. Basically everybody still buys groceries in-person. So if you offer that, you have a reason to draw people inside your store, where they will hopefully buy all the other stuff that they need. But as the online value proposition continues to get stronger, I think we’ll see many other, more significant, changes.
Image: Flickr
So the rumors were right. Apple released a watch today. There will be 3 different “collections”, but lots of flexibility in terms of how each can be customized. There’s a big emphasis on health and fitness monitoring. Prices start at $350. And you’ll need an iPhone. Though you won’t be able to get one on your wrist until next year.
Who knows whether or not it’ll catch on in the same way that iPod and iPhone did, but I think it has a damn good shot (more on this below). They’ve clearly put a lot of thought into both usability and the whole fashion side of the equation, which obviously needed to be done. Given that most people today use their phone for the time, the watch market strikes me as being heavily about style.
In case you were wondering, here’s the watch market size as of 2013 (courtesy of Benedict Evans):
A lot of you might be skeptical about the need for a computer on your wrist (remember those watch calculators from the 80s?). But I think this time is different. Consider the number of people that now walk around with their phone in their hand and/or immediately pull it out whenever they have a free moment. We’ve become reliant (okay, addicted), to notifications and information.
But in many of those cases, the smartphone isn’t the most efficient medium to be delivering those messages. Just like it’s not ideal to have to reach into your pocket to figure out what time it is, I think the watch could emerge as a new and better medium for a bunch of other pieces of information. And the big one could be location-aware or contextually-aware notifications.
Here’s a tweet from Dennis Crowley – founder of Foursquare (Swarm) – talking about that exact thing:
For the record, still think that *contextually aware* notifications are the key to interesting wearables pic.twitter.com/XelR71XbEu
— Dennis Crowley (@dens)
So what does this even mean?
It means walking into a restaurant and having a tip pop up on your watch telling you what the best dish is (as shown in the tweet above). It’s driving down the street and having your watch notify you that there’s an open house 3 blocks away (and then giving you directions). It’s walking into a condo building and having your watch tell you that one of your friends is having a party on the 23rd floor. And so on.
All of these notifications are currently already possible on your phone, but it’s not the ideal place for many of them. Which is why we’re all walking through life looking down at our phones. So while a computer strapped to your wrist may feel like we’re going further down that rabbit hole, it may actually free up more of our hands and our attention.
And I’m sure there are many other possibilities that nobody has even thought of yet. Location just feels like a big one to me.