What is hiding behind the curtains of those trigger mechanisms of programmatic marketing and what are the challenges that e-commerce will face in the upcoming year of 2018?
There is a shifting paradigm in the way we consume nowadays that influences the marketing of offers. It doesn’t matter where we buy, in the shop or online, we are sharing our data which is used afterwards to market the most seducing offer for us. This mechanism not only triggers bigger consumption but also facilitates our choice due to the customisation.
There are 2 main aspects that Retailers and marketers should take into consideration in order to compete in a world driven by commerce marketing:
- Omnishopping and UX
Data sharing partnership
Instead of collecting the data of already existing customers or users that visited the web site (via retargeting technology), why don’t retailers use the data from 3d providers to learn more on potential customers?
For example, instead of going after a client base and look a like profiles, a premium fashion brand can have an access to the audience who is spending a certain amount of money on a monthly basis, let’s say more than €10.000 and target this audience with high paying potential in the next campaign.
It became possible due to the access to data that Oracle offers via the partnership with Visa. The partnership spins Visa’s transactional data into targetable audiences and campaign measurement tools for advertisers
GDPR introduces practices of data usage transparency. A pitfall from the first sight it can be turned into the great tool of establishing trustful relationships with shoppers and businesses.
CRM and DMP are at the service of the offer’s customisation
There can be as many audience segments as companies need and the CRM helps to keep it well organised. With an integrated automation system, CRM enables the analysis of the customer’s lifecycle and triggers different type of campaigns: Active buyer (loyalty program), Inactive (discounts, coupons) etc.
Data management platforms (DMPs) are most associated with online advertising and can be integrated to CRM.
The DMP of Piximedia, a french strat up that offers the complete solution for managing the campaigns online, has around 120 audience segments from which the retailer can prioritise several in order to reach the specific objective.
Omnishopping and UX
Creating the holistic buying experience by connecting offline and online sales accros all devices and channels.
The concept is simple : it is about capturing the data on buying habits in the physical shop and integrating it to the digital ecosystem.
Temelio, a french start up, has developed a solution “Data shopper” for FMCG and mass market retailers like Auchan who became their first partner. The solution allows Auchan to personalise online campaigns as well as to measure the impact of those campaigns offline, in the supermarket
UX Offline: to reunite online and offline experiences
The buying experience online shouldn’t be less enjoyable than the one in the shop. Retailers should try to eliminate price worries associated with online purchase.
Zalando, has a very good practices in building trust. They propose free shipping and implies no costs for return.
Another good example is the new ZARA’s pop-up store. The store gives the opportunity to buy clothes online while the buyers are at the shop and also the possibility to exchange and return it online. They can use tablets to configurate the delivery the same day or for the next day depending on the time the order is. Shop assistants uses mobile payment terminals to accelerate the payment process without using the standard cash desk.
Amazon Go proposes no lines and no checkout in their new store
Online – all point of contacts and elements of brand content should be of the high quality.
Advertising helps support valuable free content and help making a choice. But it can occur that instead of helping and advising it becomes annoying. The Coalition for Better Ads set up some global standards and rules for online advertising that address consumer expectations and allows to avoid disrupting consumer experience.
« contextual product photos, high-resolution close-ups, 360-degree images, and other product details will become crucial to giving shoppers the best potential online experience. Possibilities for new programmatic video ad inventory will emerge as ad breaks are inserted into more video content.  » Criteo, programmatic, Commerce &Digital Marketing Outlook 2018
Piximedia proposes different types of user-centric ad formats to ensure both the campaign objectifs of retailer and positive user experience.
I couldn’t finish this article without mentioning Artificial Intelegence and its Voice technology.
— Criteo (@criteo) January 24, 2018
You may learn more about the Voice tecnology from the article written in French: L’air de l’assistance – pensées sur les assistants vocaux