Yatra, Criteo Partner To Convert Online Traffic Into Sales
Travellers today expect to receive information and offers customized to their individual preferences and communicated or delivered in a timely manner on their device of choice and convenience. Criteo, the performance marketing technology company, announced that it has helped Yatra, the Online Travel Agency (OTA) and consolidator of travel products, to maintain its local market leadership position and to converting online traffic into actual sale.
Yatra has been working with Criteo since the second half of 2015 and their ongoing collaboration has resulted in a 34 per cent increase in average order value (AOV) and a 62 per cent increase in domestic flight bookings, while decreasing cost per acquisition by 54 per cent from August 2015 to March 2016.
“Criteo was able to integrate all the product information we had and then automatically deliver the most suitable ad format and design. This meant that our ads would not just be personalised to users, but also personalised for each ‘micro-moment.’ We now only use Criteo and we don’t foresee any need to switch,” expressed Saurabh Gupta, Online Marketing Manager, Yatra.
With consumers typically browsing and comparing similar offerings across various online travel sites before making a purchase, Yatra observed that a higher volume of online traffic would not necessarily translate to increased conversions. Yatra thus turned to Criteo’s unified performance marketing platform, which combines the ad inventories from Google, Yahoo! and Facebook, as well as other publishers. Criteo’s advanced solution could also compute an individual’s readiness to purchase by assessing factors such as online navigation patterns, geographic locations and seasonality, before delivering the optimal number of relevant and personalised ads to encourage each consumer to return to Yatra and complete a transaction.
IIndian government’s visa reforms, investments coming into domestic airline sector, improved rail connectivity and evolving internet infrastructure has inclined the digital travel sales of India business of USD 12 billion in 2015, which is a 48 per cent increase from 2014.
“To drive increased sales, seamless user experience across platforms and higher adoption, online travel providers must find a way to ascertain an individual’s readiness to purchase and effectively engage the consumer when he or she is ready to take action. Criteo’s proprietary technology has achieved significant and measurable results for Yatra within a relatively short space of time, by precisely doing so. We look forward to continuing to go places with online travel businesses in India, by helping advertisers drive meaningful consumer engagement on a 1:1 basis, thereby boosting sales and user experience,” said Ajeet Kandachar, Managing Director, Criteo India.
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