Consumers no longer just shop at the retail store. With an abundance of product information and ability to gain opinions of other consumers, consumers use the Internet as a critical part of their shopping process. This trend has accelerated after the recession where consumers take more time to scrutinize their purchases. Consumers that use more than one retail channel are coined the multi-channel shopper. They are more profitable and loyal.
This presentation addresses the following key questions:
• How do Canadian multi-channel shoppers behave?
• What are the expectations of Canadian multi-channel shoppers?
• How have other retailers and manufacturers effectively engage multi-channel shoppers?
• How should retailers or manufacturers effectively engage their multichannel shoppers?
THE PULSE OF THE CANADIAN STUDENT SHOPPER 2013 LOYALTY LANDSCAPE UPDATESPC Card
SPC Card and Conversion are proud to announce the release of the second annual “Pulse of the Canadian Student Shopper” study.
With 1 million+ cardholders aged 14-24 per year,
SPC Card - Canada’s leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers.
The second annual survey was fielded in September, 2012 and has derived a robust sample size of 1440 young Canadian shoppers aged 14-24.
The study provides unprecedented access to, and of-the-moment perspective on, the volatile, influential and lucrative student consumer market in Canada. To match the evolving focus points of the industry writ large a major focus of this year’s study has been on the shifting expectations young Canadian shoppers have of loyalty programs.
Smart phones and tablets have experienced significant growth in the last few years. Today, 1/3 of Canadians own smart phones, of which 40% have used their smart phones somewhere in the shopping process (source: AskingCanadiansTM, December 2010). In fact, several credible sources project 2013 to be the tipping point where research and purchase activity on mobile devices will exceed that of desktops and laptops. Consumers shopping behaviour and expectations are shifting.
Social networks have experienced explosive growth in the last few years. Today, social networking is the number one activity on the Internet, accounting for 23 per cent of user’s time spent online (Nielsen, September 2011). Consumers are using social networking sites and features in all aspects of their lives, including shopping.
This presentation includes:
- How Canadian shoppers are using social networks in the shopping process.
- What expectations Canadian social shoppers have of retailers and brands.
- How innovative retailers and brands are engaging social shoppers.
- How retailers and brands can meet the needs of Canadian mobile shoppers.
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THE PULSE OF THE CANADIAN STUDENT SHOPPER 2013 LOYALTY LANDSCAPE UPDATESPC Card
SPC Card and Conversion are proud to announce the release of the second annual “Pulse of the Canadian Student Shopper” study.
With 1 million+ cardholders aged 14-24 per year,
SPC Card - Canada’s leading student loyalty program, enjoys robust and privileged access to young Canadian shoppers.
The second annual survey was fielded in September, 2012 and has derived a robust sample size of 1440 young Canadian shoppers aged 14-24.
The study provides unprecedented access to, and of-the-moment perspective on, the volatile, influential and lucrative student consumer market in Canada. To match the evolving focus points of the industry writ large a major focus of this year’s study has been on the shifting expectations young Canadian shoppers have of loyalty programs.
Smart phones and tablets have experienced significant growth in the last few years. Today, 1/3 of Canadians own smart phones, of which 40% have used their smart phones somewhere in the shopping process (source: AskingCanadiansTM, December 2010). In fact, several credible sources project 2013 to be the tipping point where research and purchase activity on mobile devices will exceed that of desktops and laptops. Consumers shopping behaviour and expectations are shifting.
Social networks have experienced explosive growth in the last few years. Today, social networking is the number one activity on the Internet, accounting for 23 per cent of user’s time spent online (Nielsen, September 2011). Consumers are using social networking sites and features in all aspects of their lives, including shopping.
This presentation includes:
- How Canadian shoppers are using social networks in the shopping process.
- What expectations Canadian social shoppers have of retailers and brands.
- How innovative retailers and brands are engaging social shoppers.
- How retailers and brands can meet the needs of Canadian mobile shoppers.
Managing the Hype: The Reality of Mobile in CanadaDelvinia
Mobile is the future however, we are in the early stages and marketers and businesses need to manage our expectations in order to make the most of this emerging technology. We’ve compared the behaviours of 4 consumer groups in the Canadian marketplace: Millennials aged 18-30, Gen X aged 31-44, Boomers aged 45-65, and Canadians 65+.
The Neuromarketing Toolkit - Chinwag Psych - 4 Feb 2014Craig Sullivan
A practical toolkit for getting inside customers heads, in order to design and create persuasive psychological approaches to copy, pages, buttons, designs and your entire service. Craig shows you here how to mine what you already have - to design a better bank balance and continuously improving future for your company, staff and your customers.
ESOMAR Best of Canada -- Shifting Customer Behaviour OnlineDelvinia
Delvinia CEO Adam Froman was among the speakers at ESOMAR's Best Of - Canada 2012 breakfast at the Hilton Toronto Hotel on May 9th. His presentation, Shifting Customer Behaviour Online, focused on our work with the Canadian Opera Company.
Through the use of data and analytics, the COC adopted a customer-centric approach towards the creation of a digital experience designed to showcase the richness of the opera, to connect with its client base and to drive online sales and donations.
For more information about Delvinia's work with the COC, please visit www.delvinia.com/work.
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Delvinia: The Canadian Multichannel Shopper
1. The Canadian
Multichannel
Shopper
Presented by: Sponsored by:
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
2. Your speaker today!
Director, Client Strategy
Rosalina Lin-Allen
Allen
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
3. Business
Digital Strategy & Customer
Experience Design Firm. End Consumers Delvinia
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
4. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
5. search trusted retailer sites
Visit store
Product ratings & reviews
What it takes to install a shed
Talk to friends & family
Buy Online
ONLINE OFFLINE
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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 more
Characteristics
• More sophisticated & educated consumers
than single channel shoppers. ”
Peppers & Rogers Group
• Wants CHOICE
• More demanding
• More loyal & more profitable “ Multi-channel shoppers
spend 50% more
Expectations 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 Solutions
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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 4
Toronto, Ontario
M5V 1J9
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 channel
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
9. What do multi-channel shoppers care about?
VALUE is top of mind
• 85% of consumers research price online
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
10. What do multi-channel shoppers care about?
VALIDATE their decision
• 65% Canadians look for customer ratings & reviews
• 48% look for expert opinions & recommendations
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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 task
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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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=500
Toronto, Ontario
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13. What is the approach to meet
the needs of multi-channel shoppers?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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 strategy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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15. People & Objectives
Most useful channel for pre-purchase information gathering on a specific product by category:
Persona Development
Source: AskingCanadians Dec 2010, n=500
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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16. Strategy
Support &
Research Purchase Community
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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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 search
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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19. Low Complexity & High Perceived Risk
Decision
Making Tool
Facility for
multiple
visits
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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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 features
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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 videos
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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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 pad
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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23. In sum …
People + Objectives
Tactics Strategy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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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, 2011
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
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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
Delvinia
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
www.delvinia.com
M5V 1J9