Performance marketing technology company Criteo is helping Southeast Asian e-commerce businesses better engage consumers during the festive season of Ramadan.
The company has released seasonal data in a bid to help businesses engage consumers when they are actively purchasing items for upcoming celebrations.
Criteo data revealed that there was a 128 percent uplift in e-commerce transactions during Ramadan period in 2015.
A 75 percent increase in traffic to e-commerce platforms was also reported during the same period, of which 60 percent consumers were found to be viewing products across multiple devices.
"The Islamic holy month is marked by festivities that involve redecorating homes, gift giving or wearing new clothes to welcome visiting friends and relatives. Rising smartphone adoption and more time spent at home as Muslims break their fast together, means it becomes more convenient if essential items are purchased online," said Yuko Saito, Managing Director, Criteo Southeast Asia. "During this period, retailers must ensure that they are helping consumers sift through online product inventories to discover what they want and need, by delivering personalised and relevant content."
Mobile apps are set to overtake mobile browsers in driving eCommerce sales for Southeast Asian.
Smartphones are now the first point of brand interaction or product discovery for many consumers.
More than half of online sales in Southeast Asia are taking place on mobile, indicating that consumers are now more comfortable performing transactions on mobile devices.
Criteo advises retailers to ensure that their online advertising campaigns are optimised across desktops, laptops and mobile devices to attract and retain customers during Ramadan.
"During Ramadan, eCommerce sites typically experience a significant increase in online traffic," said Timothius Martin, Head of Performance Marketing, MatahariMall.com. "However, 98 to 99 percent of these online visitors do not make purchases on their first visit. It is therefore important that we combine retargeting with an online-to-offline approach."
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