51 percent e-shoppers use more than two devices: Criteo Report

New Delhi [India], Apr. 13 : A report published by Criteo, a performance marketing technology company on Wednesday revealed that more than 51 percent of online shoppers in India use two or more devices for shopping.

The report titled 'The State of Cross-Device Commerce - India' highlights a clear need for retailers to deepen their understanding of cross-device consumer behavior trends.

The data can also be used to align their marketing strategies to maximise the ROI. "India's online shoppers have seen a paradigm shift in last decade. The fierce competition of online players, increase of smartphones usage and internet penetration has resulted in an extended customer online journey across devices," said Dushyant Sapre, Commercial Director, Criteo.

"Adoption of a cross-device measurement strategy is a critical imperative for all retailers. Marketers not only need to adopt cross-device measurement to ensure proper attribution, but also to ensure their expenditure is optimised for the channels delivering the highest performance.

Retailers who are able to deliver a seamless and personalised customer experience across devices will stand out from the crowd," he added.

As customers continue to use multiple devices for purchases, marketers need to consider how much cross-device shopping may result in digital advertising 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 view of a customer's multi-device journey.

Shifting to a user-centric view that leverages advanced cross-device measurement tools can help companies accurately identify a consumer and capture a holistic view of their shopping journey.

This approach aligns with buying behavior and the intent to more accurately report transaction attribution.

The case for proper cross-device measurement, identification and attribution is clear. Companies like Shopclues have invested smartly in building their cross-device strategy and have experienced the benefit it brings to increase their ROI, by attracting more online shoppers and reaching them relevantly.

"Today, our customers don't just exist on one device and they expect to receive the same exceptional experience whether they're shopping on a mobile, desktop or tablet.

Understanding this multi-device journey is essential for us when it comes to ensuring that we're engaging with the customer wherever they go.

An effective cross-device strategy pinpoints the advertising mix that delivers the best possible experience for the shopper, and drives performance from our ad spend," said Harneet Singh, Vice President and Head of Marketing, ShopClues.

The customer journey remains dynamic across devices, but mobile is showing a higher transaction rate. Out of total cross device transactions, 24 percent of first-device browsing begins with a smartphone. The 'browse on your smartphone, buy on your desktop' trend has faded out. Instead, consumers now use their smartphones for both searching and purchasing, making it even more important for retailers to provide a synchronised experience across desktop and mobile.

Out of total cross device transactions, only 14 percent shoppers have smartphones as first devices for browsing but final devices for purchase are desktops.

Furthermore, about 39 percent shoppers have desktops as first devices for browsing but final devices for purchase are smartphones.

In India, desktop purchases peak during work hours, while mobile devices dominate during non-office hours.

Marketers can no longer afford to ignore these evolving 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 can spend their marketing budgets more effectively.

Source: ANI