Criteo Reveals that
4 in 10 Online Transactions May Be Inaccurately Measured by Regional Retailers,
Calls for Shift from Device-Centricity to User-Centricity
4 in 10 Online Transactions May Be Inaccurately Measured by Regional Retailers,
Calls for Shift from Device-Centricity to User-Centricity
- Southeast Asian retailers who
lack a cross-device perspective will have a distorted view on up to 41
percent of their online transactions. - Smartphones are now involved in
around 25 percent of all online retail sales, with a year-on-year increase
of 44 percent, while tablets continue to decline. - Retailers must turn to
cross-device measurement for accurate attribution and to invest optimally
in high performing channels, or risk low quality online shopper engagement
and sales.
Singapore
– 5 April 2017 – Criteo (NASDAQ: CRTO), the performance marketing
technology company, today released its first The
State of Cross-Device Commerce Report, which highlights that
Southeast Asian retailers who lack a cross-device perspective will have a
distorted view on up to 41 percent of their online
transactions. In the long run, this distorted view results in inefficient
allocation of marketing spend, which would in turn affect the quality of
shopper engagement and the volume of customer acquisitions.
– 5 April 2017 – Criteo (NASDAQ: CRTO), the performance marketing
technology company, today released its first The
State of Cross-Device Commerce Report, which highlights that
Southeast Asian retailers who lack a cross-device perspective will have a
distorted view on up to 41 percent of their online
transactions. In the long run, this distorted view results in inefficient
allocation of marketing spend, which would in turn affect the quality of
shopper engagement and the volume of customer acquisitions.
The
analysis reveals insights into consumer shopping habits and predictions for
cross-device commerce. In prior years, Criteo’s bi-annual report was focused on mobile commerce. However, this edition
reflects the pressing need for retailers to deepen their understanding of
cross-device consumer behaviour and align marketing strategies to maximise ROI.
analysis reveals insights into consumer shopping habits and predictions for
cross-device commerce. In prior years, Criteo’s bi-annual report was focused on mobile commerce. However, this edition
reflects the pressing need for retailers to deepen their understanding of
cross-device consumer behaviour and align marketing strategies to maximise ROI.
“Consumers
are using multiple devices in their buying journeys, from searching and
browsing, to buying. Southeast Asian retailers must therefore distance
themselves from outdated device-centric marketing and adopt a user-centric approach,”
said Alban Villani, General Manager, Southeast Asia, Criteo. “In today’s
competitive landscape, eCommerce businesses cannot afford to draw the wrong
conclusions and waste money on the wrong channels. They must turn to
cross-device measurement to ensure accurate attribution, before investing
optimally in high performing engagement and sales channels. Retailers who
successfully deliver a seamless and personalised customer experience across
devices will then stand out from the rest.”
are using multiple devices in their buying journeys, from searching and
browsing, to buying. Southeast Asian retailers must therefore distance
themselves from outdated device-centric marketing and adopt a user-centric approach,”
said Alban Villani, General Manager, Southeast Asia, Criteo. “In today’s
competitive landscape, eCommerce businesses cannot afford to draw the wrong
conclusions and waste money on the wrong channels. They must turn to
cross-device measurement to ensure accurate attribution, before investing
optimally in high performing engagement and sales channels. Retailers who
successfully deliver a seamless and personalised customer experience across
devices will then stand out from the rest.”
Cross-Device Measurement Means Smarter Spending and Higher
Returns
Returns
Marketers
need to consider how much cross-device shopping may cost in ad wastage if they
do not have accurate and scalable measurement. Traditional analytics tools look
at activities on a device-by-device basis, providing a limited and siloed view
of a customer’s multi-device journey. Shifting to a user-centric approach that
leverages advanced cross-device measurement tools can accurately identify a
consumer and capture a complete view of their shopping experience. This
approach aligns with buying behaviour and intent to more accurately report
transaction attribution. The case for proper cross-device measurement,
identification and attribution is clear:
need to consider how much cross-device shopping may cost in ad wastage if they
do not have accurate and scalable measurement. Traditional analytics tools look
at activities on a device-by-device basis, providing a limited and siloed view
of a customer’s multi-device journey. Shifting to a user-centric approach that
leverages advanced cross-device measurement tools can accurately identify a
consumer and capture a complete view of their shopping experience. This
approach aligns with buying behaviour and intent to more accurately report
transaction attribution. The case for proper cross-device measurement,
identification and attribution is clear:
- More than 2 in 5 transactions may be
misattributed without cross-device measurement. - With
user-centric, cross-device measurement, retailers can more accurately
track conversions and optimize marketing spend. Observed global eCommerce
conversion rates are 1.4 times higher than seen with a
device-centric approach. In Indonesia, the representative market for
Southeast Asia, observed conversion rates are 1.6 times higher than
seen with a device-centric approach. - Cross-device
measurement reveals that buyer journeys are up to 41 percent longer
than partial-view models indicate.
Smartphones Becoming the Dominant Force and Key Device in
Cross-Device Buying
Cross-Device Buying
The
adage “browse on your smartphone, buy on your desktop” is officially dead.
Consumers now reach for their smartphones for both searching and purchasing,
making it even more important for retailers to provide a synchronised
experience across desktop and mobile devices:
adage “browse on your smartphone, buy on your desktop” is officially dead.
Consumers now reach for their smartphones for both searching and purchasing,
making it even more important for retailers to provide a synchronised
experience across desktop and mobile devices:
- In Southeast Asia, smartphones are now involved in
around 25 percent of all online retail sales, with a
year-on-year increase of 44 percent, while tablets continue to
decline. - On
smartphones, add-to-basket and conversion rates increased 49
percent and 19 percent year-on-year
respectively. - In Indonesia,
the representative market for Southeast Asia, cross-device buyers are evenly
represented across the three primary purchase devices: smartphones (40
percent), tablets (44 percent) and desktops (41 percent). In addition, 21
percent of cross-device desktop transactions started on a
smartphone; 37 percent of cross-device smartphone
transactions started on a desktop.
This
means that marketers can no longer afford to have just a siloed view of their
customers’ shopping behaviours. Savvy retailers offer a seamless user
experience across both desktops and mobile devices to capture purchases
wherever they take place. Having adopted a cross-device view of the customer
shopping journey, they can spend their marketing dollars more wisely and
effectively.
means that marketers can no longer afford to have just a siloed view of their
customers’ shopping behaviours. Savvy retailers offer a seamless user
experience across both desktops and mobile devices to capture purchases
wherever they take place. Having adopted a cross-device view of the customer
shopping journey, they can spend their marketing dollars more wisely and
effectively.
To
download The State of Cross-Device Commerce Report, please visit: http://bit.ly/2mlpfzS.
download The State of Cross-Device Commerce Report, please visit: http://bit.ly/2mlpfzS.
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