Page 22 - AeM_Nov_2018

RESEARCH, ANALYSIS & TRENDS

Criteo predicts record-breaking sales

on both Singles’ Day and 12/12 in SEA

Especially online, sales are increasing, and the buying digital engagement strategies another one to two
power of consumers is trending high, making an weeks before the expected increase in shoppers’
impressive digital presence the more crucial for any e- browsing behavior. They can do so by analyzing data
commerce companies. from every touchpoint on the purchase journey and
investing in personalization technologies to capture and
The year-end shopping season just starting, which is retain shoppers’ attention and interest until the day
why Criteo revealed just now its seasonal shopping data when purchases are completed.
for 11/11 (also known as Singles’ Day) and 12/12. The
company’s data reinforces both events’ potential for “Retail sales figures on 12/12 are growing at a higher
exponential growth in Southeast Asia (SEA) and rate in SEA than 11/11. While retailers are already
massive opportunities for retailers in what is becoming investing in 11/11 and smashing records, 12/12 is
the region’s primetime year-end shopping season, rather starting to mobilize shoppers and deliver opportunities
than just two standalone dates in the calendar. at a similar scale,” said Alban Villani, Managing
Director, Southeast Asia, Hong Kong and Taiwan,
In 2017, there was a 238% increase in sales on 11/11 Criteo. “It now makes sense to pay attention to this
and 258% on 12/12 respectively. Shoppers in the region entire blockbuster season. Incorporating data-driven
start browsing and researching products online up to a and machine learning solutions into your digital strategy
week ahead of both dates, before completing throughout this season – and not just on two days – will
transactions. ensure your products are the ones that get seen and
bought across the region.”
Analyzing 71 million retail shopping transactions across
desktop, smartphones and tablets from retail advertisers Singles’ Day: Kickstarting the primetime year-end
in SEA last year (1 October to 31 December 2017), shopping season
Criteo saw a 78% increase in average site visitation on
11/11 itself, signaling the start of a primetime year-end In the SEA region, retail sales peaked on 11
purchasing season that impacts most retail categories November, with a 238% increase. Between 4 and 11
across Indonesia, Singapore, Taiwan and Vietnam. November, there was a 32% increase in average online
traffic on key retail companies’ websites.
Retailers that aim to engage shoppers and maximize
retail sales this year must therefore start executing

22 November 2018 - Email Marketing & E-Commerce