![]() Mobile appears to be a growing channel for travel bookings for the Middle East during Ramadan. Source: Weekly share of mobile sales in 2018. Last year, mobile sales and bookings shot through the roof across the Middle East, Turkey, and Southeast Asia. Mobile is no longer a phenomenon it’s a primary channel when it comes to shopping and travel, particularly during seasonal periods. If you’re an advertiser, make sure your strategy is in market well in advance of the celebrations and maintains consistency throughout the weeks after. Sales seem to spike pre-holiday, but conversion rates are highest in the second half of Ramadan. This trend is key for advertisers who are looking to find the opportune time for campaign launches to ensure the best visibility. Given the highest uplift in sales happens 1 to 2 weeks before Eid al-Fitr, we found that shoppers start browsing and buying throughout the build-up to Ramadan. While people may be more focused on celebrations with family and friends during Ramadan, in the weeks following we see a see an enthusiasm to shop. Most surprisingly, in all regions, we found a reinvigorated shopper interest and activity in the 1 to 2 weeks following Eid al-Fitr. All retail, Southeast Asia (Indonesia and Malaysia) Source: Indexed values based on average sales and traffic in April 2018. Southeast Asia wasn’t much different: The surge in online retail sales and traffic began 10 days into Ramadan and lasted through the 10 days before Eid al-Fitr. Consumer activity slowed at the start and end of the period, with sales and traffic dropping by up to 49% during Eid al-Fitr. Sales gradually increased during Ramadan, reaching a high of +50% a week before Eid al-Fitr. Last year, in Turkey, the increase in online retail sales began with a 20% surge a week before Ramadan. At their peak, average order values increased by up to 14%. The conversion rate in 2018 had a similar rise, spiking up to +35% a week before Eid al-Fitr. ![]() In 2017, sales started to rise 8 days prior to the start of Ramadan and remained high for nearly 2 weeks, peaking at +88%. Sales rose 106% by the second week of Ramadan anddropped back to the baseline as Eid al-Fitr approached. In 2018, Ramadan sales started to surge even earlier than the year prior, nearly 3 weeks (20 days) before Ramadan began. In the Middle East, online retail sales start increasing early. Travel players should plan to maintain strong advertising strategies throughout Ramadan so they can capture the most traveler interest and bookings in the weeks following. Though consumer activity dropped during Eid al-Fitr itself, we saw traffic spike up to +105%, and bookings rose up to +63% in the days after. In 2018, travel bookings remained at or above +35% in the final 10 days of Ramadan. During this period, we saw an increase by up to 51% in traffic to travel sites. In the Middle East, most bookings happen after Ramadan. This later surge in bookings lasts for 2 weeks, rising by up to 13%. We see a continuous uplift in traffic to travel sites, increasing by up to 50% in the week after Eid al-Fitr. Much like our findings in Turkey, many who observe Ramadan in Southeast Asia will travel during the holiday period. Brands invested in the travel industry should plan to maintain strong advertising strategies before, throughout and after Ramadan, so they can capture the most interest and bookings before summertime. While bookings return to the baseline after Ramadan, traffic remains high going into the summer months. Last year, traffic increased by up to 69% in the weeks after Eid al-Fitr and bookings also surged, increasing by up to 26%. In Turkey, we see a continuous uptick in traffic to travel websites during the holiday. Travel seems to vary by region during Ramadan, but the single commonality we can expect across the board is an increase, the only difference is in when this happens. Here are the top Ramadan marketing trends every advertiser should prepare for. We analyzed a massive amount of data to understand how consumer behavior changes through the holy month in the Middle East, including United Arab Emirates and The Kingdom of Saudi Arabia, Turkey, and Southeast Asia. These dates also mark a special season for advertisers, because online retail sales and travel bookings rise significantly as consumers buy gifts and make plans with family and friends.Īt Criteo, we partner with over 18,000 customers and thousands of publishers, offering insights into how 1.9 billion active monthly shoppers search, browse, and buy. Eid al-Fitr celebrations will begin on June 15th. This year, Ramadan will begin on Sunday, May 5th - a full 10 days before last year.
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