Blog Post - Hugh Fletcher, Oct 4 2016

Kantar Study - The connectivity challenge for brands

Kantar Study - The connectivity challenge for brands

Kantar TNS are one of the world's largest insight, information and consultancy groups and a division of WPP. This week they launched their Connected Life annual study of connectivity covering 70,000 people across 57 markets. The study of how connected people are and how they use that connectivity shows that people's relationship with brands, media owners and technology platforms is changing - and the gap between the experience they want and the experiences they get is often growing. The report summarises they key insights that guide how marketers should respond looking at four essential areas:

  1. The level of consumer connectivity
  2. The connections consumers make
  3. The content they seek
  4. Their relationship with ecommerce

Hugh Fletcher, Digital Business Consultant at Salmon, a Wunderman Commerce Company, commented:

“Kantar’s ‘Connected Life’ study only goes to show how important it is to understand your audience, with 38% of the 70,000 surveyed saying they would be open to sharing information with brands if they saw a reward in return. Consumers are increasingly ready to benefit by using their own data, and the newest connected technology, in their online shopping. Amazon dominates the retail market because it understands what the customer wants, and the introduction of Amazon Dash goes to show the company is embracing the idea of offering consumers shopping through internet connected devices."

“Here at Salmon, we believe that the launch of Amazon Dash is the first stage in Programmatic Commerce. Programmatic Commerce , the automated ordering of goods by smart devices, will be the next change to revolutionise retail and meet evolving customer demands. By embracing the Internet of Things, Programmatic Commerce can be the driver for smart technology in society, helping it to break into households across the UK. Salmon’s own survey found that 57% of consumers say they will be ready for automated shopping through smart devices within 2 years. Commerce brands must recognise that they cannot expect to retain customer loyalty if they do not embrace these new technologies. Retailers must cement their relationship with the consumer or face being ‘locked out’ – where consumers remain loyal to one brand, which is continually re-ordered through their smart device. IoT technology and machines can facilitate this loyalty and retailers can ‘lock in’ a customer by being the first to offer a speedier, more convenient service like Programmatic Commerce.”

Download Salmon's Programmatic Commerce Report