Page 10 - AeM_November_2019

RESEARCH, ANALYSIS & TRENDS

In-App sales gained significant traction

during the yearly shopping festival season

Criteo unveiled seasonal data which showed that to win consumers’ hearts. Close to 75% will buy from
Singles’ Day is still Singapore’s biggest shopping brands with the best value for money and around 55%
festival, but the likes of 10.10, Black Friday, Cyber look out for a wide product selection. As Singles Day is
Monday and 12.12 are showing uptake among still the biggest shopping season, retailers should look
Singaporeans, too. at doing something new to stand out from the
numerous promotion deals. This could involve
Criteo identified these trends through the analysis of introducing a new product line and expanding their
over 465 million retail shopping transactions across inventory for instance to attract new audiences.”
desktops, smartphones, tablets, and apps from 340
major advertisers in South East Asia. Clearly, their data Compared to Singles Day other special sales event
reiterates the opportunity retailers can tap on to enhance dates fared as follows:
their shopper engagement and creatively engage their
target audiences. • 10.10: Online retail sales and traffic increases of
18% and 24%
According to Criteo, Singles Day saw a 368% increase
in online retail sales and 255% increase in online retail • Black Friday: Online retail sales and traffic increases
traffic. Online retail traffic peaked at around noon time of 114% and 83%
and 9 to 11pm on 11 November. Out of all the
key shopping seasons, Singles Day had the highest • Cyber Monday: Online retail sales and traffic
conversion rate with an increase of 61%. Top performing increases of 77% and 39%
product verticals were Fashion/Luxury (743%) and
Home Improvement/Gardening/Interior Design (376%), • 12.12 or Harbolnas: Online retail sales and traffic
based on sales uplift figures. increases of 92% and 102%

“Retail sales for Singles Day are growing at a whopping “The year-end shopping season would usually
rate yearly,” said Pauline Lemaire, Director of Account commence with 10.10 sales. Singles Day remains the
Strategy – Large Customers, Criteo SEA, Taiwan and key shopping festival and post-Singles Day sales ride
Hong Kong. “While it makes sense to join the on the festivity’s traction. As we approach the year-end
bandwagon in offering lower, affordable prices, our “Why holidays, there is also a spike in online retail as part of
We Buy” survey has shown that this is not the only way the celebration. This sustained sales season presents
retailers more opportunities to engage their audiences.
10 November 2019 - E-Commerce & Digital Retail Marketing