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Criteo: Record-breaking sales on Singles' Day and December 12 last year

Released at: 10:14, 16/11/2018

Criteo: Record-breaking sales on Singles' Day and December 12 last year

Photo: Archives

Transactions in Southeast Asia on mobile apps dominated other channels, with a surge across all retail categories.

by Khanh Chi

Criteo S.A., an advertising platform for the open internet, recently revealed seasonal shopping data for November 11 (known as Singles’ Day) and December 12 (chosen by e-commerce platforms to promote sales) in 2017. The data reinforces both events’ potential for exponential growth in Southeast Asia and the massive opportunities for retailers in what is becoming the region’s primetime year-end shopping season, rather than just two standalone dates in the calendar.

In 2017, there was a 238 per cent increase and 258 per cent increase in sales on November 11 and December 12, respectively. Shoppers in the region start browsing and researching products online up to a week ahead of both dates.

Analyzing 71 million retail shopping transactions by desktop, smartphone and tablet from retail advertisers in Southeast Asia from October to end-December last year, Criteo saw a 78 per cent increase in average site visitation on November 11 itself, signaling the start of a primetime year-end purchasing season that impacts most retail categories across Indonesia, Singapore, Taiwan, and Vietnam.

Retailers that aim to engage shoppers and maximize retail sales this year must therefore start executing digital engagement strategies a further one to two weeks prior to the expected increase in shoppers’ browsing behavior. They can do so by analyzing data from every touchpoint on the purchase journey and investing in personalization technologies to capture and retain shoppers’ attention and interest until the day when purchases are completed.

“Retail sales figures on December 12 are growing at a higher rate in Southeast Asia than on November 11,” said Ms. Silvia Siow, Head of Account Strategy, Southeast Asia, Hong Kong and Taiwan, at Criteo. “While retailers are already investing in November and smashing records, December 12 is starting to mobilize shoppers and deliver opportunities at a similar scale.”

“It now makes sense to pay attention to this entire blockbuster season. Incorporating data-driven and machine learning solutions into your digital strategy throughout this season - and not just on the two days - will ensure your products are the ones that get seen and bought across the region.”

“Omnichannel shoppers move across screens with seamless ease. To meet them wherever they are, retailers must do likewise, at scale. Whether it is on mobile apps, the mobile web or desktops, it is crucial for retailers to identify and create individual shopper profiles across channels, ensuring that each person is served just the right amount of highly relevant and personalized ads.”

 

Singles’ Day

December 12

 

Southeast Asia

Vietnam

Southeast Asia

Vietnam

Health & Beauty

526%

161%

547%

137%

Fashion

384%

244%

547%

341%

Electronics

407%

266%

463%

249%

Home

439%

276%

435%

233%

Toys & Gadgets

291%

181%

369%

107%

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