Online Retail and Travel Purchases Increase in the Lead Up to Ramadan, But
Retailers Must Recognise Shopping Habits During Key Periods of the Festival
Retailers Must Recognise Shopping Habits During Key Periods of the Festival
·
Online
sales and website traffic start increasing three weeks before Ramadan;
eCommerce sales spiked by 110 percent during the third week of Ramadan
Online
sales and website traffic start increasing three weeks before Ramadan;
eCommerce sales spiked by 110 percent during the third week of Ramadan
·
Shoppers
spend less time browsing and shopping online during sundown and Eid; retailers
can engage them again at night when online browsing and sales increase
Shoppers
spend less time browsing and shopping online during sundown and Eid; retailers
can engage them again at night when online browsing and sales increase
·
Mobile
continues to be a key driver for discovery and sales with an increase of 126
percent – surpassing desktops – during Ramadan; half of the shoppers used
multiple devices
Mobile
continues to be a key driver for discovery and sales with an increase of 126
percent – surpassing desktops – during Ramadan; half of the shoppers used
multiple devices
Singapore – 13
April 2017 – Criteo (NASDAQ: CRTO), the
performance marketing technology company, today released seasonal data to help
eCommerce businesses better engage consumers during the festive season. It
revealed that online sales and traffic increased in the lead up to and during
Ramadan, but declined during Eid el-Fitr, the religious holiday
that marks the end of Ramadan. Based on consumers’ online browsing and buying
activity, the three weeks leading up to Ramadan, and more specifically, the
third week of Ramadan represent the biggest opportunity for retailers to engage
consumers when they are actively browsing and purchasing items for upcoming
celebrations. During this period, there was an average of 67 percent
uplift in online retail sales and 14 percent uplift in online
travel sales.
April 2017 – Criteo (NASDAQ: CRTO), the
performance marketing technology company, today released seasonal data to help
eCommerce businesses better engage consumers during the festive season. It
revealed that online sales and traffic increased in the lead up to and during
Ramadan, but declined during Eid el-Fitr, the religious holiday
that marks the end of Ramadan. Based on consumers’ online browsing and buying
activity, the three weeks leading up to Ramadan, and more specifically, the
third week of Ramadan represent the biggest opportunity for retailers to engage
consumers when they are actively browsing and purchasing items for upcoming
celebrations. During this period, there was an average of 67 percent
uplift in online retail sales and 14 percent uplift in online
travel sales.
Criteo’s data also
revealed that Ramadan traditions influence shoppers’ behaviour throughout the
day. To engage with shoppers, retailers need to know when they are most active
online. During the fasting period in the day, eCommerce transactions were lower
at 71 percent, compared to 76 percent for the period prior to Ramadan. However,
after breaking fast, there is an increase in eCommerce sales to 29 percent,
from 24 percent pre-Ramadan, representing a timely opportunity for retailers to
reach out to shoppers.
revealed that Ramadan traditions influence shoppers’ behaviour throughout the
day. To engage with shoppers, retailers need to know when they are most active
online. During the fasting period in the day, eCommerce transactions were lower
at 71 percent, compared to 76 percent for the period prior to Ramadan. However,
after breaking fast, there is an increase in eCommerce sales to 29 percent,
from 24 percent pre-Ramadan, representing a timely opportunity for retailers to
reach out to shoppers.
Understanding how and
what shoppers are buying is also crucial. With 37 percent of
onsite retail conversions happening on the mobile app, retailers
need to be investing beyond just a mobile-friendly site to an intuitive app.
Fashion-related items are the most popular during this period, followed by home
and living products and electronics, toys and games.
what shoppers are buying is also crucial. With 37 percent of
onsite retail conversions happening on the mobile app, retailers
need to be investing beyond just a mobile-friendly site to an intuitive app.
Fashion-related items are the most popular during this period, followed by home
and living products and electronics, toys and games.
“Ramadan is an
important festive season in this region. Rapidly rising disposable incomes, a
growing appetite for modest fashion, halal products and services mean that
retailers need to enlist smart solutions to engage shoppers across all
touchpoints and deliver the most impactful content at every point in the
customer journey. As shoppers spend time with their friends and families after
sundown and on Eid, they are less likely to browse and shop online.
Retailers must pick the right time of the week and time of day to increase
their digital marketing efforts, so they can achieve an uptick in online
transactions,” said Alban Villani, General Manager, Southeast Asia, Criteo.
important festive season in this region. Rapidly rising disposable incomes, a
growing appetite for modest fashion, halal products and services mean that
retailers need to enlist smart solutions to engage shoppers across all
touchpoints and deliver the most impactful content at every point in the
customer journey. As shoppers spend time with their friends and families after
sundown and on Eid, they are less likely to browse and shop online.
Retailers must pick the right time of the week and time of day to increase
their digital marketing efforts, so they can achieve an uptick in online
transactions,” said Alban Villani, General Manager, Southeast Asia, Criteo.
Criteo analysed more
than 8 million online transactions from 143 retailers based
in Indonesia, Malaysia and Singapore. Other key findings from the
report include:
than 8 million online transactions from 143 retailers based
in Indonesia, Malaysia and Singapore. Other key findings from the
report include:
- Website traffic and eCommerce sales increased
from three weeks before Ramadan and spiked during weeks three and four,
with an increase of 110 percent and 77 percent respectively. - During the start of Eid el-Fitr,
there was a decline of 44 percent in online sales and 20 percent in
website traffic. However, in the week post-Eid, online sales rebounded,
increasing 35 percent. - During weeks three and four of Ramadan, online
mass merchants were the biggest growth driver – with an increase of 87
percent and 52 percent respectively. - The cross-device journey – 46 percent of shoppers were found to be viewing
products across multiple devices, with one in four shoppers
switching devices at least 3 times during their
purchasing journey.
“In addition,
retailers need to embrace omni-channel marketing – as we continue to see the
rise of offline-to-online and online-to-offline (O2O) shopping habits. Our data
shows that during the period of Ramadan, shoppers are browsing in stores and
purchasing online, and vice-versa. However, whichever way you look, mobile will
still be the foundational building block and key driver in O2O retail. Half of
the retail transactions in Southeast Asia are already taking place on mobile,”
said Villani.
retailers need to embrace omni-channel marketing – as we continue to see the
rise of offline-to-online and online-to-offline (O2O) shopping habits. Our data
shows that during the period of Ramadan, shoppers are browsing in stores and
purchasing online, and vice-versa. However, whichever way you look, mobile will
still be the foundational building block and key driver in O2O retail. Half of
the retail transactions in Southeast Asia are already taking place on mobile,”
said Villani.
For more information
on Criteo’s analysis on shopping behaviour during Ramadan 2016, download the
full infographic at http://www.criteo.com/resources/2016-ramadan-sea/.
on Criteo’s analysis on shopping behaviour during Ramadan 2016, download the
full infographic at http://www.criteo.com/resources/2016-ramadan-sea/.
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