NEW YORK, April 18, 2017 /PRNewswire/ -- Criteo S.A.
(NASDAQ: CRTO), the performance marketing technology company, today
released "Apparel Trend Report: Reconciling the Tech with the
Tactile," a report that highlights the latest shopping trends in
the Apparel & Accessories retail category, offering key market
insight into shifting shopper behavior and actionable intelligence
for retailers and brands as they seek to fully capitalize on the
apparel e-commerce ecosystem.
"The apparel and accessories category is witnessing a massive
transformation," said Jonathan
Opdyke, President, Brand
Solutions, Criteo. "Millennial shoppers purchase the
majority of their clothing and accessories online and retail
storefronts are shifting to showrooming, in which shoppers can
experience in real life and then purchase online. Apparel brands
and retailers must embrace the new 'always-on' retail paradigm,
where seasonality plays less of a role and in-store and online
technology innovation enhances the shopper experience."
Key trends from Criteo's data analysis of Apparel &
Accessories shopper behavior include:
- With so many complementary products available, on average,
there are more than three products in every cart. Carts with an
apparel item averaged $95.21 during
the third quarter of 2016, highlighting the need for marketers to
maximize cross-selling opportunities.
- One third of all apparel purchases were made via mobile phones
during the weekends in December 2016
at the height of the holiday shopping season. Marketers need to
adopt 'mobile first' strategies to capitalize on this trend.
- Sunday peaks reflect the omnichannel nature of e-commerce. The
average cart size hit $126 on
Sunday, Nov. 13, and the second
biggest day was Sunday, Dec. 7 – with
shoppers likely identifying clothes in-store and purchasing online
at a convenient time.
Additional takeaways from "Apparel Deep Dive: Reconciling the
Tech with the Tactile" include:
- Embrace in-store and online tech innovation: Augmented
Reality experiences, as well as in-store technology like eBay magic
mirrors enhance the shopping experience.
- Leverage sponsored product listings to drive awareness and
sales: Sponsored products, which are relevant to the purchaser
and multiple SKU categories like Apparel and Accessories, reach
shoppers at the point of need.
- Explore your retail lifestyle: The best of the new
crop of retailers all treat their sites like a combination of a
store and Vogue: they tell lifestyle stories in which
shoppers can 'see themselves' as they go through the purchase
process.
- Use paid search to help increase organic rankings: Paid
search is proven to drive immediate product sales with the added
benefit of lifting search rankings overall.
- Personalize everything: The word "bespoke" is suddenly
back – but this time it is about how an item of apparel is tailored
through technology to be something unique and special, whether it
is in the fit of the garment or other optional elements.
- e-Commerce marketing requires an always-on strategy:
e-Commerce has fundamentally changed retailing seasonality.
Marketers' brand budgets must be able to cover not just traditional
retail seasons like holidays and spring but the entire year.
- Try before you buy: With subscription boxes like
PopSugar and Bespoke Post, marketers can – and should – get their
brands into the hands of shoppers. Brands should cultivate these
sampling programs that work especially well for accessories.
- Ditch print in favor of digital: There is no more
effective way to build up your customer email database than
permission to email shoppers their receipts. It's a technique that
consumers increasingly expect and can be used to connect offline
shopper data sets to online ones for retargeting online based on
offline purchasing patterns.
To learn more about how brands and retailers can capitalize on
Apparel and Accessories trends and opportunities, please visit
http://www.criteo.com/resources/apparel-trend-report/ to read the
full report.
About Criteo
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.
Media Contact:
Kenya
Hayes
k.hayes@criteo.com
(703) 589-7595
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SOURCE Criteo S.A.