Mobile browsing causes a lot of headaches for data-driven companies. As shoppers jump to different channels and devices, there’s really no way to keep track of them or build a consistent experience. That’s why retailers and brands use mobile retargeting ads to help campaigns connect with shoppers at each touchpoint.
And, as our Global Commerce Review shows, there’s no better time to assess your mobile retargeting strategy.
In our latest research, we found that mobile shopping accounts for more than 50% of online transactions. And those who use multiple devices to visit a brand’s properties often start on mobile and buy on desktop. In the US, 30% of all desktop transactions are preceded by a click on a mobile device.
Shoppers who visit on mobile also spend more, especially if you have an app. Our latest Global Commerce Review shows that in-app transactions dominate in countries like the US, with 71% of all mobile sales occur in-app.
Connecting the Dots with Mobile Retargeting Ads
Mobile-first behavior is a global phenomenon and shoppers who interact with your apps are often the highest value customers. Our Global Commerce Review findings show that in Asia, shoppers matched across multiple devices spend up to 18% more per order.
In North-East Asia, retailers with a shopping app generate 80% of transactions on mobile devices. In Korea specifically, 60% of online shopping happens in cross-device .
At Criteo, we focus on building out mobile infrastructure across target regions that helps ensure success. Here’s how one company built a mobile retargeting campaign to connect with shoppers:
Nykaa: A Criteo Success Story
With India moving towards a mobile-first society, beauty retailer Nykaa wanted to ensure that their digital campaigns were reaching customers on their preferred platforms, whether on a mobile browser or the Nykaa app.
By leveraging Criteo’s mobile and in-app retargeting solution, Nykaa delivered highly personalized ads to shoppers in their preferred format, based on their browsing behavior. The result was a 7X increase in sales.
“Criteo’s performance marketing solutions, based on machine learning technology, are intelligently configured to know the exact moment at which to target a consumer. Criteo’s technology allows us to engage shoppers on both our app and website, which is extremely critical given that more consumers are primarily using their mobile devices to surf and purchase our products. We plan to do more to engage new and prospective customers moving forward using Criteo’s retargeting solutions and we’re confident that Criteo will be able to help us achieve our business objectives.”
– Hitesh Malhotra, Chief Marketing Officer, Nykaa.com
The Mobile Retargeting Opportunity
Mobile retargeting ads help build a cross-device journey for shoppers that are anything but predictable. Someone might download an app once and never visit again. But if you use retargeting, you’ll be able to re-engage those shoppers and connect them back with a personalized recommendation. Whether someone buys on an app, the mobile web, or desktop, it’s critical to make sure that you’re offering a relevant experience and a relevant offer. With so many opportunities at their fingertips, shoppers will often only stop to buy the exact thing they need. Especially on mobile.
In our Global Commerce Review, we found that this kind of behavior is prevalent across just about every region in the world. Now, it’s up to retailers and brands to figure out a way to aggregate cross-device data lets you understand the winding shopper journey and unlock the potential of matched shoppers. If executed properly, a mobile retargeting strategy can help you reach more shoppers on their devices, no matter where they are and bring them back to make a purchase.