In January Amazon obtained a patent for what they’re calling “anticipatory shipping”. The idea is to begin shipping consumers’ products before they’ve even ordered them, and then have them wait in nearby depots until the predestined orders come in – potentially reducing Amazon’s delivery time and allowing them to buy and advertise products more shrewdly.

Still, something doesn’t quite sit right here; having our buying habits predicted in this way all feels a little – odd.

But is it really that bad? 

Just like inflatable rings are easier to buy in Brighton than Birmingham, and skiing socks easier to buy in the Alps than the steppes, Amazon’s “anticipatory shipping” uses data and trends to best prepare for its most likely sales outcomes.

In this case – and there are other cases (like the “recommended for you” feature) – Amazon isn’t likely to be attempting to predict and prepare for what you’re most likely to buy – that’s far too difficult, surely –  but what people in your area and in your demographic are most likely to buy.

Using trends – to which your personal data makes only a small contribution – Amazon is able to foresee and prepare for its most likely future sales results. It makes sense that they’ll capitalise on this, and it may even make shopping with them more convenient and enjoyable.  

But “anticipatory shipping” is just one example of how analytics can be applied to retail. Companies worldwide are seeking to take advantage of the huge amount of information available, using it to streamline their processes and inform their decisions.

For example, in the Fast Moving Goods market, there has been a shift from companies “pushing” products through the supply chain to consumers “pulling” them through with their preferences and desires – which makes sense in a market which traditionally grants the consumer an abundance of choice, and which used to employ a largely trial and error approach. And, in the fashion world, companies, such as Lift12, whom I wrote about recently, are using analytics to inform even creative decisions!

There’s certainly still a debate to be had around issues of privacy – including personalised advertising and even personalised prices – but, for now, it’s safe to say that analytics will continue to be used ever more innovatively. In terms of satisfying increasingly individual and even divergent consumer demands, at least, it could prove to be a good thing.