The Canadian                                                         Multichannel                                         ...
Your speaker today!                                            Director, Client Strategy                                  ...
Business                     Digital Strategy & Customer                        Experience Design Firm.    End Consumers  ...
370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
search trusted retailer sites                                                                                 Visit store ...
What is a Multi-Channel Shopper?Definition• Shop across different channels                             “     Retail custom...
Heighten Importance for Multichannel Integration  • More skeptical about corporations and        “ Multichannel integratio...
How Do Multi-Channel Shoppers Behave?                            Digital dominates pre-purchase research                  ...
What do multi-channel shoppers care about?VALUE is top of mind• 85% of consumers research price online370 King Street West...
What do multi-channel shoppers care about?          VALIDATE their decision          • 65% Canadians look for customer rat...
What do multi-channel shoppers care about?LOCATE product• 50% look for product availability• One of the most dissatisfying...
What features do they use?                        When you shop on a retail website, how important is each of the followin...
What is the approach to meetthe needs of multi-channel shoppers?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V ...
Approach                                         •    Accessibility to store                                         •    ...
People & Objectives    Most useful channel for pre-purchase information gathering on a specific product by category:      ...
Strategy                                                               Support &                                         R...
Tactics                         Perceived Risk                                                                            ...
Low Complexity & Low Perceived Risk                                                                  Pick up at store     ...
Low Complexity & High Perceived Risk                                         Decision                                     ...
High Complexity & Low Perceived Risk                               Cel phone/plan are complex                             ...
High Complexity & High Perceived Risk                                                                             Push pro...
In sum … P eople                                 Start by understanding your customers &                                  ...
In sum …                                           People + Objectives                                         Tactics    ...
Up Next                                40%                              65%      of Canadian smartphone owners            ...
The Canadian                                                          Multichannel                                        ...
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The Canadian Multichannel Shopper (Sept 2011)

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These webinar slides provide an overview of the behaviours and attitudes of multi-channel, omni-channel shoppers in Canada and the approach to take to meet their needs.

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The Canadian Multichannel Shopper (Sept 2011)

  1. 1. The Canadian Multichannel Shopper Presented by: Sponsored by:370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  2. 2. Your speaker today! Director, Client Strategy Rosalina Lin-Allen Allen370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  3. 3. Business Digital Strategy & Customer Experience Design Firm. End Consumers Delvinia370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  4. 4. 370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  5. 5. search trusted retailer sites Visit store Product ratings & reviews What it takes to install a shed Talk to friends & family Buy Online ONLINE OFFLINE370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  6. 6. What is a Multi-Channel Shopper?Definition• Shop across different channels “ Retail customers who shop across multiple channels tend to spend 2-4 times moreCharacteristics• More sophisticated & educated consumers than single channel shoppers. ” Peppers & Rogers Group• Wants CHOICE• More demanding• More loyal & more profitable “ Multi-channel shoppers spend 50% moreExpectations than a single channel shopper• Channel agnostic – see the retailer as a unit and expect – and are typically the highest the experience across channels to be consistent and integrated value customers. ” McKinsey Marketing Solutions370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  7. 7. Heighten Importance for Multichannel Integration • More skeptical about corporations and “ Multichannel integration is no. 2 on the Top 100 Retail their messaging Movers & Shakers list • More scrutiny and active researching on compared to no. 54 in 2009. ” 2011 Top 100, RetailCustomerExperience.com their purchases • More aggregator sites available (e.g. Red Flag Deals) “ Multi-channel integration will be a strategic priority over the • More reliance on peers next 5 years. • Addition of channels that supports impulse Walmart Executives ” shopping (e.g. mobile, tablets)370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  8. 8. How Do Multi-Channel Shoppers Behave? Digital dominates pre-purchase research Brick-and-mortar dominates purchase • 60% of Canadian shoppers say their choice of retailer is influenced by their ability to conduct pre- purchase research online • At least half of all shoppers report the Internet as their preferred pre-purchase research channel370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  9. 9. What do multi-channel shoppers care about?VALUE is top of mind• 85% of consumers research price online370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  10. 10. What do multi-channel shoppers care about? VALIDATE their decision • 65% Canadians look for customer ratings & reviews • 48% look for expert opinions & recommendations370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  11. 11. What do multi-channel shoppers care about?LOCATE product• 50% look for product availability• One of the most dissatisfying channel to complete this transactional task370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  12. 12. What features do they use? When you shop on a retail website, how important is each of the following features?370 King Street West, 5th Floor, Box 4 Source: AskingCanadians Dec 2010, n=500Toronto, OntarioM5V 1J9
  13. 13. What is the approach to meetthe needs of multi-channel shoppers?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  14. 14. Approach • Accessibility to store • Comfort with technology P eople • • Time available Value social experience • Decision Cycle Objectives • What is the nature of your product/channel? • What are you trying to accomplish? S trategy Define how to get your target audience to do what the business wants them to do. T actics Tactics & technology to realize the strategy370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  15. 15. People & Objectives Most useful channel for pre-purchase information gathering on a specific product by category: Persona Development Source: AskingCanadians Dec 2010, n=500370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  16. 16. Strategy Support & Research Purchase Community370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  17. 17. Tactics Perceived Risk • Storytelling • Store/agent Locator • Facility to multiple visits Example: car, travel Example: degree • Decision Making Tools (e.g. product recommender, calculators) • Click-to-Call • Zoom/Rotate Product • Inventory Lookup • Scenario Comparison • Peer Ratings & Reviews • Robust Search Engine • FAQ Example: Example: books & music smart phone /plan Complexity370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  18. 18. Low Complexity & Low Perceived Risk Pick up at store Numerous retailers reported success in up-selling when customer come into the store. Robust search engine through faceted search370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  19. 19. Low Complexity & High Perceived Risk Decision Making Tool Facility for multiple visits370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  20. 20. High Complexity & Low Perceived Risk Cel phone/plan are complex in the sense that you have to determine several things: • Telecom you prefer/trust Compare options, line item by line item • Usage needs • Minutes, time of call • Internet needs • Phone features370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  21. 21. High Complexity & High Perceived Risk Push prospects to speak to Ivey and to their experiential events Decision making tools Story telling through interactive elements and videos370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  22. 22. In sum … P eople Start by understanding your customers & clearly defining your business objectives Objectives • Offer consistency across your channels • Many Canadian retailers are not meeting the expectations S trategy of multichannel shoppers. There’s an opportunity to stand out by doing it right. • Mobile (impulse) channels to take into consideration T actics including smart phone, touch pad370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  23. 23. In sum … People + Objectives Tactics Strategy370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  24. 24. Up Next 40% 65% of Canadian smartphone owners of Canadians look for consumer have used their phone in the reviews and recommendations process of shopping. when researching products online. Join us for the Join us for the Mobile Shopper Webinar Social Shopper Webinar 2PM, Wednesday, October 26, 2011 2PM, Wednesday, November 30, 2011370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  25. 25. The Canadian Multichannel Shopper Sponsored by: Presented by: Steve Bielawski Rosalina Lin-Allen eCommerce Practice Director Director, Client Strategy Tel. 877-767-5577 x436 Tel.416-364-1455 X271 Email. steve.bielawski@tenzing.com Email. rlinallen@delvinia.com Tenzing www.twitter.com/rlinallen www.tenzing.com www.linkedin.com/rlinallen Delvinia370 King Street West, 5th Floor, Box 4Toronto, Ontario www.delvinia.comM5V 1J9

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