The next big thing in retail: programmatic commerce

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Imagine this: you wake up in the morning and your coffee machine, as it pours you your first cup, tells you it’s almost out of your favourite blend. Rather than making a mental note to yourself to remember to buy some more on your next store visit, your machine instantly does the ordering for you – adding it to your shopping basket, along with the detergent that needs replacing, the toothpaste you’re running low on, and the mascara that is just about to dry out.

When you leave for work, you get an update that the order will be delivered to the trunk of your car that afternoon. You then get a notification that it’s your friend’s birthday, and based on social media data that your digital assistant has pulled, you are recommended an ideal present to buy. You automatically add that to the checkout also.

Welcome to the age of programmatic commerce: a world where mundane repeat purchases and those easily solved by data insights, are automatically done for you.

The phrase – though used in other spots across the internet – has been coined by global commerce service provider, Salmon, as: “Where consumers and businesses allow technology to make purchase decisions on their behalf based on pre-programmed parameters and learned preferences.” Head over to Forbes to read more about it.