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1. Copyright © 2015 Criteo
Kamila Pater – Country Manager Poland
@Criteo
Marketing in a World of Mobile Commerce

2. Copyright © 2014 Criteo
Digital
Natives:
Consumers
ages 18-24
Digital natives reshaping the shopping experience
61%
shop via
mobile
63%
use multiple
devices when
shopping

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How much
time do you
spend
online?

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The average
smartphone user
spends 2 hours
a day on
their phone
….And spends
only 97 minutes
with their
significant other
Source: DailyMail.co.uk, 2013
Mobile is now our most important relationship

5. Copyright © 2014 Criteo
Source: Kleiner Perkins Caufield & Byers Annual Internet Trends Report, 2013; MasterCard Mobile Minded Infographic, November 2014
…than give up their cellphone for a week
Mobile is changing everything
The average user engages with their
mobile devices 150+ a day
70%
would
rather give
up alcohol
43%
would
rather go
shoeless
22%
would
rather not
brush their
teeth

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My Four Predictions
In 2016
MCommerce will
exceed 50%
of online
transactions
1

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Mobile now accounts for 34% of global online retail sales
Mobile Share of Retail eCommerce Transactions
Source: Criteo State of Mobile Commerce – Q2 2015
Asia
Western
Markets
Emerging
Markets
0% 10% 20% 30% 40% 50%
GlobalAverage=34%
Japan
UK
South Korea
Netherlands
U.S
Germany
Spain
Italy
France
Poland
Russia

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Mobile sales in Poland
Source : Criteo State of Mobile Commerce Report country: PL
12%
20,5%
Q4 2014
Q1 2015
14%Q2 2015

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Mobile conversion rates are significant
Mobile Retail Conversion Rates, Q2 2015
Mobile
Overall
Android
Smartphone
iPhone Android
Tablet
iPad
2.4%
2.0%
3.3%
4.7%
0%
6%
Source: Criteo State of Mobile Commerce: Poland Q2 2015

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Smartphone will
be the dominant
Mcommerce
device
2
Prediction 2
Copyright © 2015 Criteo

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Smartphones are leading the way
Germany
45%
Japan
90%
US
54%
Smartphones Tablets
Source: Criteo Mobile Commerce Report, Q2 2015

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Apps will become
the preferred
platform for your
loyal customers
3

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Apps are huge for those who have committed to them
App vs. Mobile Browser Share of Mobile Transactions
Apps Mobile Browser
Source: Criteo State of Mobile Commerce Q2 2015
Retail
4753
Travel
4258

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Done right, Apps convert visits to sales better than a desktop site
Source: Criteo State of Mobile Commerce: U.S Q2 2015
Mobile Browser AppDesktop
Retail
1.7x
1.7x
Travel
Mobile Browser AppDesktop
1.7x
1.2x

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Apps work because they make browsing products fun
App FunnelMobile Browser Funnel
Conversion
rate
Products viewed per user
Basket
Purchase
x 3.3
x 1.2
x 0.8
x 3.0 Conversion
rate
Products viewed per user
Basket
Purchase
Source: Criteo State of Mobile Commerce Q2 2015

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In 2016,1/2 of all
Sales will involve
multiple devices
prior to purchase
4
Copyright © 2015 Criteo

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60
70
80
90
100
110
120
130
140
12-7 am 7-10am 10-5pm 5-8pm 8-12am
Desktop Smartphone Tablet
Smartphones
+20% during the
early hours
Tablets
Up to +29% in
the evening
% Mobile Transactions by Device and Time of Day
Shoppers shift between smartphone, tablet and desktop
Source: Criteo State of Mobile Commerce: Q1 2015

18. Copyright © 2014 Criteo
Shoppers are purchasing across channels
Source: PCW Annual Survey of Shoppers, 2015
73% consumers
have browsed
products online,
but purchased
in-store
68% consumers
have intentionally
browsed products
in-store, but
purchased online
40% consumers
will browse on
their phone in-
store

19. Copyright © 2015 Criteo
40% of purchases now involve multiple devices prior to purchase
% of users who used multiple
devices in path to purchase:
User completed
purchase on:
43%
39%
47%
Smartphone
Desktop
Tablet
Poland Cross-Device Share of eCommerce Transactions
Source: Criteo State of Mobile Commerce Q2 2015

20. Copyright © 2015 Criteo
In 2016
MCommerce will
exceed 50% of
online
transactions
1
Smartphone will
dominate tablets
as the largest
mobile ecommerce
channel
2
By Q4 of this year
more than 1/2 of
all sales will
involve multiple
devices prior to
purchase
4
Apps will become
the preferred
platform for your
loyal customers
3
My four Predictions:

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So what
should you
do?

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Your mobile
experience
has to be
great
Mobile
Marketing
needs to be
central to
your
business

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Products viewed
per user
7.1
Basket
1.1%
Purchase
16%
Understand your mobile conversion funnel
Products viewed
per user
13.9
Basket
1%
Purchase
76,9%
Source: Criteo State of Mobile Commerce Poland Q1 2015
1.2 % conversion rate11.2 % conversion rate

24. *Mobile Pulse Survey, Criteo & Digiday 2015
Of ecommerce retailers claim they have a
mobile optimized website

25. Of consumers rate their shopping
experience as “very good” on smartphones
*Retail Week Cross device retailing report , 2015

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Still sure
your mobile
website
is good
enough?

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Three levels of mobile site optimization today
Non-Optimized
1.6%
4.0%
0.0%
Usable on
Mobile
2.9%
Optimized
3.4%
Mobile Retail Conversion Rates

28. Copyright © 2015 Criteo
Conclusion
Smartphone
will dominate
ecommerce
Your mobile
website is
probably worse
than you think
Mobile needs
to be the center
of your
marketing in
2015
Cross-device
is essential

29. Copyright © 2015 Criteo
Thank you!
Kamila Pater
Country Manager Poland
k.pater@criteo.com
@Criteo

30. Copyright © 2015 Criteo