After nearly a year of eager anticipation, during which I annoyed my coworkers with my endless declarations of love for all things made by Google and of glass, I finally received my pair of Google Glasses. Like all great romances, this is a story of love, deception, greed, lust, and unbridled enthusiasm – some of those things more than others.

If I’m being honest, I felt a little awkward wearing them out in the public at first (I got some looks; mostly full of confusion, but with a little bit of ridicule mixed in), but then I experience the magic first hand. I was at the aquarium with my three year old daughter, and for the first time I wasn’t distracted by my phone every three seconds; my head was up and my eyes were on the bizarre and beautiful underwater world in front of me. Glass actually forced me to look harder:

“OK Glass, take a picture.Keep your head still and look directly at the Shark, Got it!”

“Ok Glass, record a video. Don’t move; I want this to be perfect.”


aquarium_family

It took me awhile to get used to Glass, but when I did I realized there was so much in the world that I was missing, and so many distractions on my phone that constantly interfered with my life. It’s not that Glass can’t be distracting at times (just like a phone), but with Glass you just feel more in control; you’re wearing it, it’s not wearing you.

Despite still being in its pilot stage, people are already touting its abilities and exploring its potential. Doctors have found early uses for it, journalists will love its multimedia capabilities and real estate agents are excited about new possibilities when showing homes. Consumers can expect big apps that go beyond what smartphones and tablets are capable of. Golfers will know exactly how far they drove the ball and how much further they have to go it to clear the lake and land on the green; football coaches will be able to analyze games in real time; and family videos will be full of in-your-face, point-of-view shots.

We’re constantly looking for better ways to accomplish simple tasks, and anything that saves us time and money will more than likely stick around; as of now, the future looks bright for wearable technology

Why is Google developing Glass?

Google’s vision was to allow people to use a hands-free device – essentially freeing them from the restrictions of a handheld device. They wanted users to have the ability to interact with the medium while still being able to use their hands. More importantly, Glass takes search to an entirely new platform; users will no longer ask Google questions, rather the answers will come to them.

So how will Glass change grocery?

At MARS, we took the basic idea of Glass and examined how one app could revolutionize the entire shopping experience – from the moment you enter the store to checking out, from pulling recipes from your favorite social media channels to finding products that are healthier for you.

What we learned was simple, the power of Glass goes much farther than we could have ever planned for. It has the capability of using the many open source API’s (social networks, other apps) that shoppers are already using and build something that allows retailers and brands to engage with shoppers on a much personal level. Glass could allow shoppers to detect allergy warnings, interact with pharmacists in real time, navigate a store, and check what is in their fridge at home.

As marketers there are positives as well, no longer do we need to fight with the smartphone for our shopper’s attention, their head will be up looking at the products and advertising that we spend so much time designing and caring about.

If you want to help us innovate and make the world better for shoppers or
learn more about Glass, send us an email.

 

Jason Hittlemen (VP, Information Systems) – Global – hittlemanj@themarsagency.com

Kevin Hisko (Director of Innovation and Technology) – Canada – hiskok@themarsagency.com

Matt Barnett  (Director of Digital Marketing) – London – mbarnett@marslondon.co.uk