Page 11 - AeM_November_2019

RESEARCH, ANALYSIS & TRENDS

However, they are also faced with a real challenge to Singles Day is still the most “celebrated” for Asian
differentiate themselves. This could be achieved with the markets such as Malaysia and Taiwan. 12.12 remains
power of data – by being able to identify top selling the largest shopping festival in Indonesia compared to
categories amidst millions of products, predict shopping Singles Day. For Vietnam, Singles Day still has
behavior and integrate online and offline shopping data. significance, but Black Friday was seen to have the
With technologies like Criteo Shopper Graph, retailers highest surge.
can expect more accurate cross-device and online/
offline targeting. They get to understand their shoppers Given the momentum from Singles Day to the
better in the process and enhance their marketing remainder of the year, retailers who are looking to
efforts,” Pauline added. expand in these countries should consider prolonging
their promotional efforts until December, Criteo
Consumers in Singapore shop on mobile just as much recommends. This can help drive sales when shoppers
as, or even more than, on desktop to take advantage of have a level of interest due to year-end festivities and
any deals that may come up. Retail sales on mobile web are most engaged.
comprised 53% of overall online retail sales, Criteo’s
data reveals, which is a 547% increase compared to Or as Andy Morton, just-drinks Deputy Editor at
453% for desktop. GlobalData, a leading data and analytics company,
describes the end-of-year sales frenzy: "Singles’ Day
With higher mobile traction, in-app sales and traffic are may have started as something of a light-hearted joke,
also experiencing significant surges in Singapore. but anyone selling in China has by now learned to take
Singles Day noted a 539% increase in in-app retail sales it very seriously. No matter that demographic trends in
and 300% increase in in-app traffic sales. China point to increasing numbers of single people,
companies must remember that Singles’ Day has
Other key shopping events also experienced the same become an important gifting day to anyone in China
uptake: under 40.” Further proof of its expansion is the fact that
China’s online retailers are taking the concept to South-
• 10.10: In-app retail sales and traffic increases of East Asian markets and hiring international stars such
184% and 107% as Taylor Swift also points to the event's globalization.
◊
• Black Friday: Online retail sales and traffic increases By MediaBUZZ
of 230% and 181%

• Cyber Monday: Online retail sales and traffic
increases of 221% and 90%

• 12.12: Online retail sales and traffic increases of
616% and 405%

MediaBUZZ Pte Ltd - Independant ePublisher for Asia