SEA Consumers Shopping Online During Singles Day, Marketers Leveraging Mobile to Meet Consumers’ Seasonal Needs

Criteo (NASDAQ: CRTO), the performance marketing technology company, revealed that Southeast Asian consumers are shopping more on Singles Day, which falls annually on 11 November, and browsing up to two days earlier.

 

Based on an analysis of 21 million online transactions made in Southeast Asia last year (25 October to 30 November 2015), Singles Day saw an upsurge in average visitors on key Southeast Asian retailers’ websites.

 

“Singles Day is becoming more popular across this region. Most Southeast Asian countries are also ‘mobile-first’, so it’s unsurprising that mobile has become the preferred device for online shopping during this season. To drive increased sales, retailers must respond and leverage technologies like dynamic retargeting and exact matching to deliver personalised and seamless consumer engagement across multiple platforms,” said Alban Villani, Commercial Director, Criteo, Southeast Asia, Hong Kong and Taiwan.

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Other key findings from Criteo’s analysis include:

  • Traffic to key retailers’ websites started rising from 9 November onwards.
  • Between 9 and 12 November, there was a rise of 44 percent in average online traffic on key retail companies’ websites and an increase of 167 percent in overall sales, with traffic and sales both spiking on 11 November.
  • 64 percent of users making the final purchase on a different device than the one they initially browsed with.
  • Criteo predicts that mobile commerce (mCommerce) will dominate eCommerce in driving sales this year – 34 percent of online transactions on major retail companies was generated by mobile phones, and a further 33 percent via mobile applications, in November.

 

While technological enhancements have facilitated shopping on mobile, marketers are challenged with targeting consumers across every environment along the path to purchase. Brands can no longer ignore mobile platforms as a primary means to drive eCommerce sales. To boost revenue, retailers must combine a strong mobile web and app presence with personalised mobile targeting strategies to engage with shoppers wherever and whenever they browse and purchase.

 

For more information on Criteo’s analysis of shopping behaviour during Singles Day, down the report at http://www.criteo.com/resources/southeast-asia-11-11-shopping-trends/.

 

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