{"id":15050,"date":"2021-05-27T10:00:00","date_gmt":"2021-05-27T10:00:00","guid":{"rendered":"https:\/\/eodishasamachar.com\/en\/2021\/05\/27\/second-ramadan-during-covid-19-saw-uptick-in-indexed-traffic-and-sales-across-southeast-asia\/"},"modified":"2021-05-27T10:00:00","modified_gmt":"2021-05-27T10:00:00","slug":"second-ramadan-during-covid-19-saw-uptick-in-indexed-traffic-and-sales-across-southeast-asia","status":"publish","type":"post","link":"https:\/\/eodishasamachar.com\/en\/2021\/05\/27\/second-ramadan-during-covid-19-saw-uptick-in-indexed-traffic-and-sales-across-southeast-asia\/","title":{"rendered":"Second Ramadan during COVID-19 saw uptick in indexed traffic and sales across Southeast Asia"},"content":{"rendered":"

\n<\/p>\n

<\/p>\n

\n Criteo findings also reveal improvements in air travel in the region <\/p>\n

SINGAPORE
\n–\u00a0Media OutReach<\/a>\u00a0–\u00a028 May 2021\u00a0<\/b>–\u00a0<\/b>Criteo<\/a>\u00a0S.A.
\n(NASDAQ: CRTO),
\nthe global technology company powering the world’s marketers with trusted and
\nimpactful advertising, today announced their latest
\nresearch around ecommerce trends observed during Ramadan this year, which took
\nplace from 12 April to 12 May.<\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

The
\nsecond year in a row that Muslims are observing Ramadan under COVID-19
\nconditions, Criteo’s data revealed an uptick in indexed traffic and sales in
\nSoutheast Asia[1]<\/sup>,
\nwhen compared to the baseline[2]<\/sup>. Regional retailers saw a
\nsurge on 2 May, with a 26% increase in traffic and 21% increase in sales, respectively. \n<\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

“As a result of the ongoing
\nCOVID-19 restrictions across our region, worshippers had to adjust their observance
\nof the holy month of Ramadan. With social distancing measures deterring
\ngatherings in large groups, consumers are rethinking their buying patterns, regarding
\nareas such as gift giving. It is key that marketers and brands understand these
\nshifts and engage consumers with what they need the most, especially during
\nimportant observances,” explained Taranjeet Singh, Managing Director, Southeast
\nAsia and India, Criteo.<\/p>\n

<\/p>\n

Fig 1: Indexed values based on average sales from 12 Mar-12 May 2021<\/span><\/h5>\n


\n <\/p>\n

However,
\nwhile the recent Ramadan season saw performance above its baseline, Criteo
\nnotes that an underperformance when compared to last year’s Ramadan period. A
\nnotable dip was also observed in the final week of the Ramadan period, with
\nsales and traffic dropping below the baseline, may be indicative of consumer’s
\ncaution in spending amid the ongoing economic downturn.<\/p>\n


\n <\/p>\n

\u00a0<\/strong><\/p>\n


\n <\/p>\n

Mobile and App purchases continue to rise <\/strong><\/p>\n


\n <\/p>\n

When making
\npurchases during Ramadan, Southeast Asian consumers continued to use mobile and
\napp platforms this year. <\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

Specifically,
\nmobile sales saw the largest lift throughout the Ramadan period this year,
\nmarking a 107% increase in sales at the end of the Ramadan period on 12 May.
\nApp sales also rose by 60%, earlier on 1 May. Meanwhile, desktop sales saw the
\nsmallest spike of 40% during the second week of Ramadan period.<\/p>\n

<\/p>\n

Fig 2: Indexed values based on average sales across devices in Southeast Asia from before Ramadan (12 Mar-11 Apr) to Ramadan 2021 (12 Apr \u2013 12 May)<\/span><\/h5>\n


\n <\/p>\n

COVID-19’s Impact on Consumer preferences and behaviors
\nduring Ramadan <\/strong><\/p>\n


\n <\/p>\n

Comparing
\npurchasing patterns during Ramadan pre-COVID, in 2019, and this year, Criteo
\ndata revealed that the growth in purchases this year have only been in two
\ncategories – Fashion\/Luxury, and Mass Merchant[3]<\/sup> products. Criteo also
\nfound that the Fashion\/Luxury category outperformed Mass Merchants during
\nRamadan, with a 50% increase from baseline from 23 April to 5 May.<\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

In 2019, however,
\ntop product categories were in Health and Beauty, Electronics, Toys and Games
\nas well as Home and Living. The trends observed this year are likely to be due
\nto consumers not being able to commemorate Hari Raya in large social settings
\nor house visitations, as a result of distancing measures.<\/p>\n

<\/p>\n

Fig 3: Indexed values based on average sales by category across Southeast Asia (12 Apr \u2013 12 May 2021)<\/span><\/h5>\n


\n <\/p>\n

Another distinct trend
\nobserved during Ramadan in previous years was a consistent rise in web traffic
\nand sales for travel players. Before the COVID pandemic, prospective travelers usually
\nsearched travel websites during Ramadan, before making their bookings late in
\nthe month and after Ramadan, to make trips to celebrate Hari Raya with their
\nfamily and friends. This was noticeably absent from this year’s data. <\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

Travel plans and optimism continue to rise in Asia <\/strong><\/p>\n


\n <\/p>\n

While COVID-19 is
\nexpected to continue having an impact on travel plans, Criteo’s latest Travel
\nData for Q1 2021<\/a>
\nhas revealed that air travel is expected to improve more quickly in the
\nAmericas and Asia Pacific than in EMEA, and with domestic flights recovering
\nfaster than international flights. <\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

In fact, according to
\nCriteo’s findings, 86%, 65% and 89% of respondents from Australia, South Korea,
\nand Japan, respectively, say they are likely to make an online booking for
\ndomestic travel. <\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

One year after the
\nfirst outbreak of COVID-19, air bookings remain low at -36% in April 2021.
\nHowever, this is a 12-point increase from -48% in January 2021. Criteo’s data
\nalso found that travel players with a booking app have seen app usage grow
\nespecially in APAC, where app sales account for 77% of bookings, followed by mobile
\nat 13% and desktop at 10%. <\/p>\n


\n <\/p>\n

\u00a0<\/b><\/p>\n


\n <\/p>\n

“For marketers and
\ntravel players, it is important to know that the priorities of travelers are
\ntwo-fold \u2013 the ability to fully refund on bookings if travel plans are
\ndisrupted, and secondly, that social distancing and the highest levels of sanitation
\nare ensured. According to our survey, travelers said that they are more likely
\nto book travels if bookings are fully refundable and travelers reported the
\nimportance of social distancing and sanitation measures amid the ongoing
\npandemic,” explained Singh. <\/p>\n


\n <\/p>\n

“Understanding this,
\ntravel players can take action by providing consumers with longer-term options,
\nand safer, socially-distanced stays. Also, travel providers should leverage
\nconsumer preferences for apps to create an engaging app experience to encourage
\nusage and sales,” he continued. <\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

Ensuring successful customer engagements amid the continuing pandemic<\/b><\/p>\n


\n <\/p>\n

With restrictions starting to ease, many customers in the region are able
\nto access both in-store and online retail options, while adhering to social
\ndistancing measures. <\/p>\n


\n <\/p>\n

\u00a0<\/p>\n


\n <\/p>\n

Consumers are expected to continue alternating between online and
\nin-store experiences throughout their shopping journey. It is key that marketers
\nkeep in mind the following strategies to see continued success with customer
\nengagements:<\/p>\n