Criteo, the commerce marketing technology company, has shared the latest findings of its ‘Commerce and Digital Marketing Outlook 2018’ report.

The analysis explores the world of commerce and how large scale customer data, both online and offline, has become a core asset for retailers and brands to understand and connect with today’s omnichannel shopper.

As shoppers and travelers become more empowered, their expectations from retailers is creating a rapid shift in their behavior with an emphasis on speed an convenience.

One of the findings of the ‘Commerce & Digital Marketing Outlook 2018’ report is that consumers are researching and shopping for retail and travel services across a variety of devices, with 80 per cent of all transactions (8-in-10) in the GCC involving a mobile device on the path to purchase (doubling since 2016).

Emphasising that the changing consumer behavior is forcing retailers to adapt, the report found that shopper attention span has become shorter, with 50 per cent of consumers jumping from one retailer site to another, prior to making a final purchase.

Also, as the report adds, more than 80 per cent of shoppers are taking their shopping journey online and offline, for example through showrooming and webrooming.

The report continues to add that a retailer’s website is one of the key places where consumers go to search for product information and pricing.

The demand for fast delivery of products purchased and convenient services, such as click online and collect in store, as well as seamless returns has led to companies creating easy, no-fuss payment options.

SHOPPERS ADAPTING TO GLOBAL SHOPPING EVENTS
Black Friday is no longer a US phenomenon, the report notes. In 2017, GCC retailers witnessed an increase of 179 per cent buying in comparison to a regular week, which has been an increase of 94 per cent from Black Friday in 2016.

LINE BETWEEN SOCIAL MEDIA AND COMMERCE IS BLURRING
As major social networks create walled gardens of customer data, brands and retailers will need to find ways to own the customer relationship – and the data that goes with it, adds the report.

Amazon, for instance, is moving into social with the launch of Amazon Spark. Like Instagram and Pinterest, Spark showcases product images and allows for instant purchases.

Likewise, social messaging services like Facebook Messenger and WhatsApp will integrate as chatbots for more companies.

OFFLINE-TO-ONLINE SALES
Retailers will seek partnerships that enable them to better use in-store CRM data to find and reach consumers online, with personalized campaigns for re-engagement and upsell, the report notes.

There will be an increasing emphasis on driving offline foot traffic to online interactions, the report forecasts, adding, major retailers will continue to offer better ways to collect products purchased online from their stores, including dedicated parking and in-store lockers.

DATA COLLABORATION IMPERATIVE
To stay competitive and innovative, retailers and brands will continue to pool data assets to personalize content and build better customer relationships, Criteo report adds.

Three-fifths of brands and retailers are already part of a data collaboration initiative and are pooling non-personally identifiable data to better connect with shoppers.

72 per cent of marketing execs believe data collaboration will lead to increased revenue, increased profits (65 per cent), and increased customer satisfaction (56 per cent).

GROWTH OF ACQUISITIONS AND PARTNERSHIPS
More pure players will proactively look for opportunities for strategic acquisitions and partnerships to bridge offline and online worlds and generate crucial value from it, Criteo report predicts, adding, “In 2018, many other retailers and brands will look for strategic acquisitions and partnerships to stay competitive, and to expand and strengthen their operations.”