E-commerce study shows that Swiss marketing professionals often get their strategy wrong

Criteo's just-released "The State of Cross-Device Commerce Report" for the second half of 2016 provides insight into the shopping behavior of online shoppers worldwide and forecasts trends in cross-device e-commerce. Key findings:

• In 29 percent of all transactions, at least two devices are involved between the initial site visit and the actual purchase.
• Smartphones, tablets, and desktops achieve a roughly equal share of cross-device purchases.
• The smartphone clearly beats the tablet in mobile sales.

"A cross-device capture strategy is critical for retailers," says Alexander Gösswein, Managing Director Central Europe at Criteo. "It not only helps to correctly allocate sales, but also to attribute budgets to the most profitable channels. Retailers that deliver a seamless and personalized customer experience across all devices set themselves apart from the competition.

Better use of budgets

Customers use a variety of devices in the buying process, from search to purchase completion. However, traditional analytics tools only look at activity per device. They thus provide an incomplete and distorted picture of the multi-device process. Marketers should therefore focus on a user-centric view with advanced tools for cross-device capture.

• Nearly one-third of all transactions are misallocated without cross-device capture.
• At least one other device was involved in 30 percent of all mobile sales and 29 percent of all desktop sales.
• ...

Read the full article by Johannes Falck in the current print edition of Werbewoche 5/2017, March 10, 2017. Not yet a subscriber? Don't miss out on anything anymore and redeem the "License to read".

The author: Johannes Falck ...
... is Managing Director Austria & Switzerland at Criteo. Until 2014, as Head of Sales & Partnerships, he was responsible for the development and expansion of the new customer and partner business in the DACH region. Before joining Criteo, Johannes Falck was Head of Client Services at the performance agency iCrossing. Other stations in his career were the performance agency Booming!, where he helped build up the Search Unit, and before that Yahoo! Search Marketing, where he was Head of Sales South.