Converting the Organised Christmas Shopper

By David Raitt | 27 Nov 2015

With a surprising number of Australians already well underway with their Christmas shopping, Criteo provides tips for converting those early-bird shoppers.

While Australians are known for being laid back, they have been surprisingly organised this year when it comes to Christmas shopping, with many consumers browsing earlier than expected. Retailers looking to maximise holiday sales have converted these organised shoppers as early as possible to get the most out of their holiday campaigns.

Website traffic and conversion rates are shown to increase dramatically week after week in November, reaching a peak in the first week of December. To avoid losing out to competitors, retailers should engage potential customers aggressively in this period and make sure their budgets are fully optimised.

Criteo research suggests that retailers should be taking advantage of these shoppers before they lose interest, or worse, turn to their competitors. Campaigns that reached consumers as early as October and mid-November last year saw a 27% uplift in peak period sales, proving that engaging customers early really pays off.

Criteo chart 1

Christmas is now only one month away, but for retailers who weren’t organised in October and November, don’t stress! There are still some extra ways you can maximise conversions in the time that’s left before the holidays.

Late November and early December may be the prime time for sales, but keep in mind that conversions and user counts in the period directly following are still far above pre-peak. This is because many shoppers have already done their browsing. They really focus in on the products and brands they want, meaning they’re more loyal to specific websites and there is less competition. At Criteo, we’re witnessing advanced retail partners capturing this demand. Looking ahead, large opportunities remain for retailers as the ‘unwanted gifts’ category grows to amplify the traditional Boxing Day sales period.

During this time, it’s vital to note that many consumers will be away from home and the office, meaning they’ll be heavily reliant on their smartphones and tablets for browsing and buying. To keep customers engaged, ensure that your mobile experience is flawless and that you can reach users across multiple devices and channels. Conversion rates are twice as high on mobile-optimised websites, and mobile apps in particular can really help drive sales. Criteo’s Mobile Commerce Report for Q3 reveals apps provide a better retail consumer experience than any other technology, converting at twice the rate of desktop and 3.7 times higher than mobile browsers.

Developing sound strategies across devices will not only drive a better return, but will help retailers learn. Keeping on top of consumer trends across devices when volumes are at their highest will impart knowledge that can help set retailers up for the year ahead. After all, Easter’s only a few months away, so we’re going to have to act quickly.

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