Luring buyers across devices

Seamlessly integrating multiple devices is becoming the single most important strategy for retailers

Many Indians may be bypassing the good old desktop and latching on to smartphones to access the Internet, but when it comes to online shopping we still rely on multiple devices before making a purchase. A recent survey by performance marketing technology company Criteo pointed out how 51 per cent Indians use two or more devices for online shopping. Given such a scenario, how are companies ensuring an effective marketing presence across platforms?
 
Online marketplace Snapdeal has benchmarks to gauge marketing effectiveness across platforms. “Given that a majority of users buy from us on mobile our spends are tuned