Page 23 - AeM_Nov_2018

RESEARCH, ANALYSIS & TRENDS

Shoppers embark on an all-day shopping marathon on The second wave on 12/12: Primetime doesn’t just
Singles’ Day, with sales starting to peak from 10am end on Singles’ Day
onwards and staying that way until midnight, with just a
short break at dinner time. Browsing lasts the whole day, Retailers are presented with a second opportunity to
peaking with a 160% increase at 9pm. drive engagement and sales with shoppers on 12/12,
continuing the momentum created by Singles’ Day. In
Criteo data also revealed that shoppers are buying the SEA region, retail sales peaked on 12 December,
across all digital channels – desktops, the mobile web with a 258% increase.
and mobile apps. They are increasingly completing
transactions on mobile apps, where app transactions Between 9 and 12 December, there was a 46%
dominate with a 278% increase on Singles’ Day. increase in average online traffic on key retail
Retailers must therefore make mobile apps the center of companies’ websites.
their engagement strategies as it is a crucial touchpoint
on the shopper path to purchase. Top performing sub-verticals for 12/12 in the SEA
region, based on uplift figures are:
Top performing sub-verticals for Singles’ Day in the SEA
region, based on sales uplift figures are: • Health & Beauty – 547% (Singapore: 962%)

• Health & Beauty – 526% (Singapore: 1272%) • Electronics – 547% (Singapore: 1139%)

• Home – 439% (Singapore: 1066%) • Home – 463% (Singapore: 842%)
• Electronics – 407% (Singapore: 915%) • Fashion – 435% (Singapore: 478%
• Fashion – 384% (Singapore: 763%) • Toys & Games – 369% (Singapore: 622%)
Clearly, retail sales on 12/12 is growing at a higher rate
• Toys & Gadgets – 291% (Singapore: 761%)
than on Singles’ Day and transactions on mobile apps
“Omnichannel shoppers move across screens with dominate other channels, with an expected surge
seamless ease. To meet them wherever they are, across all retail categories, all day long.
retailers must do likewise, at scale. Whether it is on
mobile apps, the mobile web or desktops, it is crucial for Momentum from 11/11 and 12/12 continues through
retailers to identify and create individual shopper profiles the rest of the year, meaning retailers should sustain
across channels, ensuring that each person is served their promotional efforts until 21 December, to continue
just the right amount of highly relevant and personalized to drive sales when shoppers are most engaged.
ads. Powered by machine learning, Criteo’s technology (Source: Criteo) ◊
helps retailers engage shoppers with relevant
experiences on both mobile apps and other third-party By MediaBUZZ
digital platforms, to drive the most sales and best value,”
Villani added.

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