Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
Marketers are faced with Hobson's
choice and have to leverage mobile to
meet consumers' seasonal needs
The performance marketing technology company, Muslims break their fast together, means it becomes
Criteo, released seasonal data in anticipation of Rama- more convenient if essential items are purchased
dan, to help eCommerce businesses better engage online. During this period, retailers must ensure that
consumers during the festive season. The findings are they are helping consumers sift through online product
based on an analysis of 1.5 million online transactions inventories to discover what they want and need, by
in Indonesia, Malaysia and Singapore before, during delivering personalized and relevant content,” said Yu-
and after Ramadan in 2015. ko Saito, Managing Director, Criteo Southeast Asia.
Based on consumers’ online browsing and buying activ- Criteo’s eCommerce Industry Outlook 2016 and analy-
ity, the second and third weeks of Ramadan represent sis of shopping data from 2015 highlights two additional
an opportunity for retailers to engage consumers when trends that will impact Southeast Asian retailers during
they are actively purchasing items for upcoming cele- Ramadan.
brations. During this period in 2015, there was a 128%
uplift in eCommerce transactions. Mobile apps to overtake mobile browsers in driving
eCommerce sales
Criteo data also revealed a 75% increase in traffic to
eCommerce platforms during the same period, of which Smartphones have become the first point of brand in-
six in 10 consumers were found to be viewing products teraction or product discovery for many consumers. In
across multiple devices. To attract and retain customers the past, smartphones were largely used to browse and
during Ramadan, retailers must ensure that their online research products, with transactions completed on
advertising campaigns are optimized across desktops, desktops and laptops. With more than half of online
laptops and mobile devices. sales in Southeast Asia currently taking place on mo-
bile, it is clear that consumers are now more comforta-
“The Islamic holy month is marked by festivities that ble performing transactions on mobile devices.
involve redecorating homes, gift giving or wearing new In addition, almost half of the region’s mobile transac-
clothes to welcome visiting friends and relatives. Rising tions are now completed on mobile apps, rather than
smartphone adoption and more time spent at home as mobile browsers.
10 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
10
Marketers are faced with Hobson's
choice and have to leverage mobile to
meet consumers' seasonal needs
The performance marketing technology company, Muslims break their fast together, means it becomes
Criteo, released seasonal data in anticipation of Rama- more convenient if essential items are purchased
dan, to help eCommerce businesses better engage online. During this period, retailers must ensure that
consumers during the festive season. The findings are they are helping consumers sift through online product
based on an analysis of 1.5 million online transactions inventories to discover what they want and need, by
in Indonesia, Malaysia and Singapore before, during delivering personalized and relevant content,” said Yu-
and after Ramadan in 2015. ko Saito, Managing Director, Criteo Southeast Asia.
Based on consumers’ online browsing and buying activ- Criteo’s eCommerce Industry Outlook 2016 and analy-
ity, the second and third weeks of Ramadan represent sis of shopping data from 2015 highlights two additional
an opportunity for retailers to engage consumers when trends that will impact Southeast Asian retailers during
they are actively purchasing items for upcoming cele- Ramadan.
brations. During this period in 2015, there was a 128%
uplift in eCommerce transactions. Mobile apps to overtake mobile browsers in driving
eCommerce sales
Criteo data also revealed a 75% increase in traffic to
eCommerce platforms during the same period, of which Smartphones have become the first point of brand in-
six in 10 consumers were found to be viewing products teraction or product discovery for many consumers. In
across multiple devices. To attract and retain customers the past, smartphones were largely used to browse and
during Ramadan, retailers must ensure that their online research products, with transactions completed on
advertising campaigns are optimized across desktops, desktops and laptops. With more than half of online
laptops and mobile devices. sales in Southeast Asia currently taking place on mo-
bile, it is clear that consumers are now more comforta-
“The Islamic holy month is marked by festivities that ble performing transactions on mobile devices.
involve redecorating homes, gift giving or wearing new In addition, almost half of the region’s mobile transac-
clothes to welcome visiting friends and relatives. Rising tions are now completed on mobile apps, rather than
smartphone adoption and more time spent at home as mobile browsers.
10 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
10
