Amazon captured 34% of the share of voice during Singles Day, beating Lazada (27%), Qoo10 (21%), Shopee (15%), and Zalora (2.1%). According to Meltwater, the data was derived from public conversations across Facebook, Twitter, Instagram, and YouTube, including select blogs and forums in Singapore.
“Singles’ Day continues to hit new and huge levels of growth – with Southeast Asia’s retail players hitting a 237% sales uplift (and Singapore’s retail players hitting a 279% sales uplift) from yesterday’s online shopping activities,” said Alban Villani, Managing Director, Southeast Asia, Hong Kong and Taiwan at Criteo.
While only 36% of overall social media sentiment around the event was positive, Zalora delivered the highest sentiment at 54%, beating out Lazada (45%), Amazon (34%), Shopee (25%), and Qoo10 (21%). Meltwater noted that the best practices employed by the top five online marketplaces include the use of data to stay on top of customer needs, concentrating marketing dollars as early as possible, personalizing shopping experiences, and rewarding loyalty based on purchase behavior and brand engagement.
According to Villani, mobile apps drove a 490% sales uplift in Singapore, while mobile apps increased unique online visitors by 164% for retailers in Singapore. Analysis by Criteo also supports the notion that sales can be maximized by executing digital engagement strategies one to two weeks before a shopping festival kicks off, adding that “by analyzing data from every touchpoint on the purchase journey and investing in personalization technologies to capture and retain shoppers’ attention and interest until the day when purchases are completed,” sales can grow.
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Thank you to @lazada_sg for inviting me over to the 11.11 Countdown Party at Avry! Really love the activities and the mini makeover zones by @lazada_sg trendiest & most trusted brand including @benefitcosmeticssg @dysonhair @etudehousesingapore @maccosmetics @laneigesg & more! #lazada11 #lazadasg
Mimrah Mahmood, regional director of Media Solutions at Meltwater, said that the revenue growth of Singles’ Day is reflective of the changing way consumers are shopping. He added that brands have doubled down on digital-first marketing strategies like influencer marketing and social selling.
The application of omnichannel, built on top of a grounded order management system, supported activities such as NomadX, the multi-label concept store at Plaza Singapura. This hosted the first physical outlet for Alibaba’s Taobao, blending digital and physical experiences to profile shoppers, recommend products & deals, and enhance the customer experience.
The Criteo AI Lab is the latest investment by Criteo to offer AI-powered retargeting that reminds shoppers about the specific products they have an indicated interest in and to customize discounts for individuals at scale, thereby encouraging shoppers to return to their channels and complete purchases.