The future’s bright, the future is programmatic


will drive a new retail phenomenon over the coming decade – programmatic commerce. This concept of programmatic commerce encapsulates


a shift in consumer behaviour, with buyers allowing purchase decisions to be delegated to connected machines. For instance, imagine the coffee machine in your kitchen not only detecting when the coffee is running low, but automatically reordering supplies according to your pre-set preferences. Or, picture the tyres on your car detecting when the tread is close to the legal limit, then sending a message to the car’s manufacturer, enabling them to order replacements in advance. Buying and selling, particularly of routine purchases, will be transformed into an automated process, guided by artificial intelligence. We anticipate programmatic commerce will include three major trends:

TECHNOLOGY THAT MAKES DECISIONS Marketers are already making use of data to achieve personalisation for consumers. Programmatic commerce will take this one step further, replacing consideration with automation for routine purchases. Connected devices like fridges will learn consumers’ product preferences and prepare replacement orders. There will be scope for the process to be fully automated, depending on user preferences. As a result, machines would be pre- programmed with brands, meaning that retailers could effectively be locked out of the ordering process. Brand marketers would need to engage with consumers at a much earlier stage in the process.

DIGITAL ASSISTANTS COME OF AGE Consumers are becoming much more comfortable with digital assistant such as Siri and Cortana – and crucially, are comfortable with allowing them to access personal data. Currently, smartphone personal assistants can alert you to an upcoming anniversary, using personal data to provide convenience. Programmatic commerce will take this one step further, as your assistant could recommend a gift based on its information about the recipient’s age, gender and wish-lists. As a consequence, SEO

s is stands, there are more than 5 billion devices connected to the internet, and by 2020, Gartner predicts that this will reach 20.7 billion. Looking ahead, we at Salmon predict that this development

This concept of programmatic commerce encapsulates a shift in consumer behaviour, with buyers allowing purchase decisions to be delegated to connected machines.

would become far less dominant in product searches, and marketers would need to ensure that products and content are clearly targeted to meet assistants’ search criteria.

FROM DEMAND CREATION TO ANTICIPATION The increase in device sensors, combined with accessible personal data, will create a situation where demand can be anticipated. As above, car tyres could alert manufacturers as tread wears down, giving manufacturers unprecedented insight into likely demand. This will enable improvements in supply chain efficiency and cash flow. Manufacturers can ensure that replacements are available for consumers, and consumers can benefit from improved convenience. This may result in the sales and marketing department playing less of a role in creating demand for a product in the market.

THE FUTURE Programmatic commerce depends on one key facilitator: the willingness of the user to allow decision-making to be delegated. This change in consumer behaviour, tied with the advance in connected technology, will transform commerce. Retailers will face new challenges, in needing to form a bond between the consumer and brand at a much earlier stage in the consumer journey. But there are also huge advantages in terms of operational efficiency. As ever, retailers who are quick to adapt and provide

enhanced consumer convenience will win. Ultimately, as the Internet of Things become commonplace, businesses must ensure that they invest in strategy to ensure they are poised to take advantage of programmatic commerce.

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82