Southeast Asian retailers lacking a cross-device perspective will have a distorted view on up to 41 percent of their online transactions.
A new report by Criteo indicates that in the long run, this distorted view results in inefficient allocation of marketing spend. This in turn has a direct impact on the quality of shopper engagement and the volume of customer acquisitions.
Criteo thus emphasise the need for retailers to deepen their understanding of cross-device consumer behaviour and align marketing strategies to maximise ROI.
"In today's competitive landscape, e-commerce businesses cannot afford to draw the wrong conclusions and waste money on the wrong channels," said Alban Villani, General Manager, Southeast Asia, Criteo.
"They must turn to cross-device measurement to ensure accurate attribution, before investing optimally in high performing engagement and sales channels. Retailers who successfully deliver a seamless and personalised customer experience across devices will then stand out from the rest," Villani added.
Accurate and scalable measurement
Marketers should consider how much cross-device shopping may cost in ad wastage if they do not have accurate and scalable measurement.
User-centric, cross-device measurement enables retailers to more accurately track conversions and optimise marketing spend.
Today consumers depend on their smartphones for both searching and purchasing. This makes it even more important for retailers to provide a synchronised experience across desktop and mobile devices.
In Southeast Asia, smartphones are involved in about 25 percent of all online retail sales, with a year-on-year increase of 44 percent, while tablets continue to decline.
On smartphones, add-to-basket and conversion rates increased 49 percent and 19 percent year-on-year respectively.
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