Page 6 - AeM_Dec_2017

RESEARCH, ANALYSIS & TRENDS

Commerce marketing ecosystem important

to deliver seamless shopping experiences

Criteo unveiled findings from two third-party studies, To help retailers and brands deliver seamless and
which highlight the pressing need for retailers and relevant shopping experiences across all devices and
brands to organize and apply data at scale to channel, Criteo announced its vision to build the
understand shoppers, reach them, and inspire them to highest performing and open commerce marketing
buy. ecosystem.
To help retailers and brands, the commerce marketing As part of the company’s commerce marketing vision,
technology company is opening up an ecosystem that two new solutions – Criteo Audience MatchBETA and
enables retailers and brands who participate to benefit Criteo Kinetic Design with Video – have been made
from a much broader data set and more intelligent generally available across the Asia Pacific region.
technology than they could acquire or develop on their
own. “Collaboration in an open ecosystem levels the playing
field and paves the way for commerce companies to
A Criteo-commissioned study, conducted by Forbes shape their future. This is especially crucial for
Insights and titled “The Commerce Data Opportunity: eCommerce companies in Asia Pacific where the
How Collaboration Levels the Retail Playing Field,” market is expected to grow to more than US$3 trillion
highlights the value of data collaboration and pooling by 2021,” said Huang Hanming, Managing Director of
data to better meet customers’ needs, drive value and South Asia and Greater China at Criteo. “We have
compete. developed Criteo Commerce Marketing Ecosystem to
unleash the value of collaboration and the power of
The “Shopper Story 2017” study, also commissioned by data to all who participate.”
Criteo and conducted by an independent researcher,
highlights the rise of "omnishoppers" – those that use a Key findings from Forbes Insights:
variety of devices, channels and platforms to browse and
buy products. • Retail industry disruption is reshaping
commerce: 50 % of brands demonstrate concern
Overall, both studies reinforce the need for brands and that physical-digital giants will limit access to their
retailers to innovate through collaboration and harness products and 41% are concerned that they will not
the collective power of data to engage with consumers at have access to information about their own
every moment and across any screen or device during customers and products. Retailers also worry that
the shopper journey. this trend will cause consumers to turn away from
smaller retailers.
6 December 2017 - Digital Commerce & Customer Experience