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Omnichannel shoppers punch above their weight, research finds

Shoppers are increasingly embracing mobile devices for purchases, with mobile now accounting for more than half of all transactions in the APAC region (51 per cent) during Q2 2018, according to new research from Criteo.

This number increases to more than 70 per cent for retailers that actively promote and support a native shopping app, with nearly half of purchases made in app (48 per cent).

The research found that customer conversion was six times higher in dedicated shopping apps (20 per cent) when compared to the mobile web (3 per cent), and four times higher than desktop shopping (5 per cent).

“Retailers in ANZ and across APAC are continuing to see shopper preferences shift as they become more reliant on the convenience and personalisation that mobile and in-app commerce experiences can offer,” Criteo head of Australia and New Zealand Pressy Sankaran said.

Sankaran said that it’s not enough to simply offer mobile apps and experiences; a strong omnichannel promotion strategy is required to generate increased sales on mobile. Omnichannel retailers that combine their offline and online customer data can apply over four times as much data to optimise their marketing efforts.

Additionally, while omnichannel customers only represent 7 per cent of a retailer’s potential customer base, they represent 27 per cent of sales compared to online-only shoppers, who represent 44 per cent of shoppers and 24 per cent of total sales.


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