Criteo Data Reveals That Lunar New Year
Shopping in Southeast Asia Has Moved Online, But Traditions Still Respected
Shopping in Southeast Asia Has Moved Online, But Traditions Still Respected
Mobile apps continue
to be dominant channel for retail sales
to be dominant channel for retail sales
Singapore – February 5, 2018 – Criteo (NASDAQ: CRTO) the commerce
marketing technology company, today released seasonal data from 2017, in
anticipation of Lunar New Year, to help commerce providers better engage
shoppers during the festive season.
marketing technology company, today released seasonal data from 2017, in
anticipation of Lunar New Year, to help commerce providers better engage
shoppers during the festive season.
The company’s deep-dive
into shoppers’ online purchasing activities revealed that preparations for the
Lunar New Year began right at the start of the year, with online sales showing
a general increase from 4 January 2017 onwards and a decline five days before
the first day of festivities. In line with shopping habits during this
season, the fashion and food categories saw a 50 percent increase in
online sales.
into shoppers’ online purchasing activities revealed that preparations for the
Lunar New Year began right at the start of the year, with online sales showing
a general increase from 4 January 2017 onwards and a decline five days before
the first day of festivities. In line with shopping habits during this
season, the fashion and food categories saw a 50 percent increase in
online sales.
The findings are based
on analysis of 3.5 million online transactions made on key
commerce providers aggregated online platforms, including mobile apps,
desktop web and mobile web, in Singapore, Taiwan and Vietnam before, during and
after Lunar New Year in 2017.
on analysis of 3.5 million online transactions made on key
commerce providers aggregated online platforms, including mobile apps,
desktop web and mobile web, in Singapore, Taiwan and Vietnam before, during and
after Lunar New Year in 2017.
“In the lead up to
Lunar New Year, we often see sales increases in certain categories as people
shop for new clothes and stock up on festive treats. Increasingly, they are now
also making these purchases online, particularly on mobile apps, which means
that commerce providers need to focus their digital budgets on the right
platforms and at the right time. To reach shoppers who use multiple devices and
channels, it requires that the largest possible data sets are employed, and
that online and offline data are connected. Criteo’s technology
allows commerce providers to engage shoppers with relevant experiences on both
apps and third-party platforms, thereby directly driving sales and profits,”
said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan,
Criteo.
Lunar New Year, we often see sales increases in certain categories as people
shop for new clothes and stock up on festive treats. Increasingly, they are now
also making these purchases online, particularly on mobile apps, which means
that commerce providers need to focus their digital budgets on the right
platforms and at the right time. To reach shoppers who use multiple devices and
channels, it requires that the largest possible data sets are employed, and
that online and offline data are connected. Criteo’s technology
allows commerce providers to engage shoppers with relevant experiences on both
apps and third-party platforms, thereby directly driving sales and profits,”
said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan,
Criteo.
Other key findings
from Criteo’s analysis of shopping behaviour in the Southeast Asia region
include:
from Criteo’s analysis of shopping behaviour in the Southeast Asia region
include:
- The
peak shopping period for Lunar New Year 2017 was from 4 to 22 January
across all categories - During
this period, the fashion and food categories saw the biggest sales uplift: - Food – 53
percent sales increase - Fashion – 45
percent sales increase - From 23
January onwards, there was a negative growth in online sales through Lunar
New Year, which fell on 28 and 29 January - Mobile
apps saw the biggest sales uplift, compared to desktop and mobile web, and
will continue to be an important channel for retailers to engage with
shoppers - Taking
the fashion category as an example, the sales uplift from 4 to 22 January
are: - Mobile
apps – 56 percent increase - Desktop
web – 41 percent increase - Mobile
web – 23 percent increase
“It’s good to see that
Lunar New Year traditions such as shopping for clothes and food are still
respected, although shoppers are now doing it online. The decline in online
sales close to Lunar New Year could signify that people are spending more time
with family and friends. It is important for retailers and brands to recognize
these trends. With shoppers on an online shopping spree two to three weeks
before Lunar New Year, retailers need to start promoting and advertising from
three to four weeks in advance to earn their attention. For SEA retailers, this
means that they already had to be increasing their online marketing spend
across all platforms from as early as mid-January this year,” added Villani.
Lunar New Year traditions such as shopping for clothes and food are still
respected, although shoppers are now doing it online. The decline in online
sales close to Lunar New Year could signify that people are spending more time
with family and friends. It is important for retailers and brands to recognize
these trends. With shoppers on an online shopping spree two to three weeks
before Lunar New Year, retailers need to start promoting and advertising from
three to four weeks in advance to earn their attention. For SEA retailers, this
means that they already had to be increasing their online marketing spend
across all platforms from as early as mid-January this year,” added Villani.
###
About Criteo:
Criteo (NASDAQ: CRTO), the leader in commerce
marketing, is building the highest performing and open commerce marketing
ecosystem to drive profits and sales for retailers and brands. 2,700 Criteo
team members partner with 17,000 customers and thousands of publishers across
the globe to deliver performance at scale by connecting shoppers to the things
they need and love. Designed for commerce, Criteo
Commerce Marketing Ecosystem sees more than $550 billion in annual
commerce sales data. For more information, please visit www.criteo.com.
marketing, is building the highest performing and open commerce marketing
ecosystem to drive profits and sales for retailers and brands. 2,700 Criteo
team members partner with 17,000 customers and thousands of publishers across
the globe to deliver performance at scale by connecting shoppers to the things
they need and love. Designed for commerce, Criteo
Commerce Marketing Ecosystem sees more than $550 billion in annual
commerce sales data. For more information, please visit www.criteo.com.
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