NEW YORK, Feb. 28, 2017 /PRNewswire/ -- Criteo S.A. (NASDAQ: CRTO), the performance marketing technology company, today announced its State of Cross-Device Commerce Report for the second half of 2016. The analysis reveals insights into consumer shopping habits and forecasts predictions for cross-device commerce across the globe. In prior years, Criteo's bi-annual report centered on mobile commerce; however, this edition reflects the need for retailers to deepen their understanding of cross-device consumer behavior and align marketing strategies to maximize ROI.
"Adoption of a cross-device measurement strategy is a critical imperative for all retailers," said Miriam Newton, Vice President, Product Marketing, Criteo. "Marketers not only need to adopt cross-device measurement to ensure proper attribution, but also to ensure their spend is optimized for the channels delivering the highest performance. Retailers who are able to deliver a seamless and personalized customer experience across devices will stand out from the crowd."
Cross-Device Measurement Means Smarter Spending and Higher Returns
As customers continue to use multiple devices along the path to purchase, marketers need to take into account how much cross-device shopping may cost in ad waste if they do not have accurate and scalable measurement. Traditional analytics tools look at activities on a device-by-device basis, providing a limited and siloed view of a customer's multi-device journey. Shifting to a user-centric view that leverages advanced cross-device measurement tools can accurately identify a consumer and capture a complete view of their shopping experience. This approach aligns with buying behavior and intent to more accurately report transaction attribution. The case for proper cross-device measurement, identification and attribution is clear:
Mobile Will Continue to Be a Dominant Force
The customer journey remains dynamic across devices, but mobile is showing a higher transaction rate with a higher average order size. Key mobile growth data for Q4 2016 includes:
Smartphones Are the Key Device in Cross-Device Buying
The adage "browse on your smartphone, buy on your desktop" is officially dead. Consumers now reach for their smartphones for both searching and purchasing, making it even more important for retailers to provide a synchronized experience across desktop and mobile:
Marketers can no longer afford a siloed view of their customers' shopping behaviors. Savvy retailers offer a seamless user experience across all devices to capture purchases wherever they take place – and, with a cross-device view of the customer shopping journey, they spend their marketing dollars more wisely.
Download the complete State of Cross-Device report here.
Criteo (NASDAQ: CRTO) delivers personalized performance marketing at an extensive scale. Measuring return on post-click sales, Criteo makes ROI transparent and easy to measure. Criteo has over 2,500 employees in more than 30 offices across the Americas, EMEA and Asia-Pacific, serving over 14,000 advertisers worldwide and with direct relationships with thousands of publishers. For more information, please visit www.criteo.com.
SOURCE Criteo S.A.