A remarkable 57% of UK shoppers say they will be ready for automatic purchasing without any need for purchase approval within 2 years, with 13% of them ready now. Programmatic Commerce is a new channel set to redefine retail with its own rules. With consumers welcoming digital and fully automated services, and much of the smart technology already in place, our study suggests retailers need to get ready to offer and support programmatic purchasing.
Programmatic Commerce™ is a term coined by Wunderman Thompson Commerce to describe the phenomenon of connected devices making purchase decisions on behalf of consenting consumers and businesses based on pre-programmed preferences. This process of automated purchasing has been driven by the rise of the Internet of Things and smart devices.
As an example, a coffee machine might re-order the owner’s favourite coffee when supplies run low, with the shopper simply entering price limits, preferred brands and other options into the system on initial set-up.
Programmatic Commerce is the automated purchase of products by devices, and effectively takes away the pain from boring tasks and regulates regular purchases.
Programmatic Commerce has inherently been applied to the grocery or FMCG sector, but there is potential for it to succeed in fashion.