Ready for a Record-Breaking Ramadan?

Transcription

1 Ready for a Record-Breaking Ramadan? Make the Most of Your Marketing in Southeast Asia 1 RAMADAN SOUTHEAST ASIA 2017

2 Ramadan Rundown During Ramadan, consumption patterns change radically, causing big spikes in online retail & travel. 29 OR 30 DAYS The holy month of Ramadan lasts for 29 or 30 days, depending on the year. 3-DAY FESTIVAL Eid al-fitr, the 3-day festival of the breaking of the fast, happens after. FAST FROM DAWN TO DUSK During this 4-week period, observant Muslims fast from dawn to dusk. 23% OF THE WORLD S POPULATION 1.6 billion people celebrate Ramadan, or 23% of the world's population. CLOSE TO 1 BILLION PEOPLE The Asia-Pacific region is home to 63% of the world s Muslim population, or close to 1 billion people. 2 RAMADAN SOUTHEAST ASIA 2017

3 Ramadan 2016 vs This year, Ramadan is from 26 May to 25 June, nearly two weeks earlier than last year Eid al-fitr is from 25 June to 27 June, RAMADAN SOUTHEAST ASIA 2017

4 Retail and Ramadan What s the effect of Ramadan on retail sales, and what are the peak sales times? 4 RAMADAN SOUTHEAST ASIA 2017

5 +67% Retail Sales Increase during Ramadan in 2016* 5 RAMADAN SOUTHEAST ASIA 2017 *compared with a representative period pre-ramadan (April 2016)

6 Retail sales pick up before Ramadan, and so does website traffic 0-50 % RETAIL SALES OVER RAMADAN PERIOD 2016 % sales vs non Ramadan % visitors vs non Ramadan WEEKS BEFORE 2 WEEKS BEFORE 1 WEEK BEFORE WEEK 1 WEEK 2 WEEK 3 WEEK 4 EID AL-FITR END OF WEEK 5 WEEK 6 (POST RAMADAN) INSIGHT Although the main sales peaks occur during Ramadan, sales start picking up a couple of weeks before. Website traffic, too, shows an increase two weeks before Ramadan. TAKEAWAY Grab early-bird sales and build a profitable pool of shoppers by drawing traffic to your website 2-3 weeks ahead of Ramadan. 6 RAMADAN SOUTHEAST ASIA 2017

7 Top Performing Categories during Ramadan Sales STRONG STRONGEST HEALTH & BEAUTY ELECTRONICS TOYS & GAMES HOME & LIVING FASHION & LUXURY INSIGHT While all verticals increase in sales, the proportion of the increase differs by category. TAKEAWAY Bid more aggressively and consistently on top performing categories. 7 RAMADAN SOUTHEAST ASIA 2017 *Low sample size for directional use only

8 Mobile and Ramadan How much are people shopping on mobile during Ramadan? 8 RAMADAN SOUTHEAST ASIA 2017

9 Up to 26% Share of mobile among Retail sales in the weeks leading up to Ramadan 9 RAMADAN SOUTHEAST ASIA 2017 *compared with a representative period pre-ramadan (April 2016)

10 In Retail, mobile sales peak before Ramadan INDEXED SHARE OF MOBILE SALES, INDEXED AGAINST PRE-RAMADAN 100 = REPRESENTATIVE PERIOD PRE-RAMADAN (APRIL 2016) WEEKS BEFORE 2 WEEKS BEFORE 1 WEEK BEFORE WEEK 1 WEEK 2 WEEK 3 WEEK 4 EID AL-FITR (3 DAYS) POST EID (4 DAYS) WEEK AFTER INSIGHT The share of mobile sales are significantly higher than usual during Ramadan, but they are already high during the weeks leading up to Ramadan as early as 2 weeks before. Also, the share of mobile increases again once Eid al-fitr is over. TAKEAWAY To reach valuable mobile shoppers, start promoting your offers on mobile at least two weeks before Ramadan starts. 10 RAMADAN SOUTHEAST ASIA 2017

11 App sales rise during Ramadan INDEXED SHARE OF IN-APP RETAIL SALES, INDEXED AGAINST PRE-RAMADAN 100 = REPRESENTATIVE PERIOD PRE-RAMADAN (APRIL 2016) WEEKS BEFORE WEEKS BEFORE 1 WEEK BEFORE WEEK 1 WEEK 2 WEEK 3 WEEK 4 EID AL-FITR (3 DAYS) POST EID (4 DAYS) AVERAGE: WEEK AFTER INSIGHT Last year during Ramadan, the share of app sales was 37% higher peaking on Week 2 than pre- Ramadan. TAKEAWAY To grab more in-app sales, get users to download your app in the month leading up to Ramadan, and re-activate them two weeks before it starts. 11 RAMADAN SOUTHEAST ASIA 2017

12 The Ramadan effect, or Day v. Night What time of day are people browsing and buying? 12 RAMADAN SOUTHEAST ASIA 2017

13 Ramadan traditions influence behavior 24 hours a day Daytime Nighttime No food or drink Shorter days at work Sleeping & solitude Spirituality & self-discipline Quiet time, meditation, prayer Eating and drinking Longer evenings at home Socializing & togetherness Entertainment & leisure Activity, conversation, shopping FROM DAWN TO DUSK FROM DUSK TO DAWN 13 RAMADAN SOUTHEAST ASIA 2017

14 Nighttime browsing enables incremental sales throughout Ramadan % OF RETAIL SALES 76% 71% BEFORE RAMADAN DURING RAMADAN 24% 29% DAY NIGHT 29% of retail sales happened between 9pm and 5am over the Ramadan period, a 21% increase against pre-ramadan levels. 14 RAMADAN SOUTHEAST ASIA 2017

15 The Ramadan Journey How can you capitalize on cross-device shopping behavior? 15 RAMADAN SOUTHEAST ASIA 2017

16 46% of Ramadan retail buyers used multiple devices prior to purchase 1 out of 4 shoppers switched devices at least 3 times during their purchasing journey 16 RAMADAN SOUTHEAST ASIA 2017

17 Rally for Ramadan How should you ramp up for Ramadan season? 17 RAMADAN SOUTHEAST ASIA 2017

18 Top Tips for the Run Up to Ramadan If you re a retailer, ramp up your shopping campaigns in the weeks leading up to Ramadan. Sales spike as early as two weeks before Ramadan, so it s important to get visibility early. Get mobile friendly. Optimize your site and app for increased sales and bookings on personal devices. If you re a travel provider, plan to increase your marketing efforts near Ramadan s end. Bookings peak during Eid al-fitr and in the days after, so increase CPCs beforehand to stay top-of-mind. Cover cross-device. Enlist smart solutions to enhance all your buyers touchpoints and deliver the most impactful content at every point in the customer journey. 18 RAMADAN SOUTHEAST ASIA 2017

19 Methodology Criteo analyzed over 8 million transactions from 143 retail advertisers based in Indonesia, Malaysia and Singapore across desktop, smartphones and tablets. Mobile sales include sales on mobile websites and apps. The baseline used for pre-ramadan comparisons period was April Cross-device insights were built by analyzing purchases on week 2 of Ramadan and looking back at a 30-day window before purchase. 19 RAMADAN SOUTHEAST ASIA 2017

20 20 RAMADAN SOUTHEAST ASIA 2017 Thank you