29
The Canadian Multichannel Shopper Rosalina Lin-Allen Director, Client Strategy Delvinia www.delvinia.com Steve Bielawski eCommerce Practice Director Tenzing www.tenzing.com Presented by: Sponsored by:

The Canadian Multichannel Shopper

Embed Size (px)

DESCRIPTION

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.

Citation preview

The Canadian

MultichannelShopper

Rosalina Lin-AllenDirector, Client Strategy

Delvinia

www.delvinia.com

Steve BielawskieCommerce Practice Director

Tenzing

www.tenzing.com

Presented by: Sponsored by:

Webinar Agenda

• Introduction – Steve Bielawski, Tenzing

• The Canadian Multichannel Shopper - Rosalina Lin-Allen, Delvinia

• Q & A

If you have questions during the webinar, please input them in the Q&A panel on the

right side of your screen and we will address them at the end of the presentation.

Tenzing

Data Centers

Production

EnvironmentDisaster Recovery

Environment

About Tenzing

Company

• Privately owned, Founded: 1998

• Fully Managed IT Service Provider

• 3 Customer service centers: BC, ON, India

• 3 Datacenters: Toronto, Kelowna, Vancouver

• Profit 200 Ranking – 6 years in a row• Profit 200 Ranking – 6 years in a row

• 80 employees (60 in operations)

Provide Managed Services For

• Ecommerce Platforms

• SaaS Applications

• Web & Enterprise Applications

EMEAAPAC

Ecommerce Managed Services

Experience

Multiple Ecommerce Implementations

• Apply the right delivery strategy

– Reduce time, effort and risk

• Collaborate: Ecommerce Systems Integrators

• Manage all infrastructure components• Manage all infrastructure components

• Manage Ecommerce platform environments

– Seasonal & Peak Load Management

– Scalability

Ecommerce Managed Services

We Host & Manage All Of This So You Can Manage & Grow This

Tenzing Partial Client List

Ecommerce Enterprise WebSoftware as a Service

Business

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Digital Strategy & Customer

Experience Design Firm. End Consumers Delvinia

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Searched trusted sites

Product ratings & reviews

What it takes to install a

shed

Visit store

Talk to friends & family

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Buy Online

Talk to friends & family

ONLINE OFFLINE

Definition

• Shop across different channels

Characteristics

• More sophisticated & educated consumers

• Wants CHOICE

What is a Multi-Channel Shopper?

“ Retail customers who shop

across multiple channels tend

to spend 2-4 times more than single channel shoppers.”

Peppers & Rogers Group

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

• Wants CHOICE

• More demanding

• More loyal & more profitable

Expectations

• Channel agnostic – see the retailer as a unit and expect

the experience across channels to be consistent and

integrated

“ Multi-channel shoppers

spend 50% more than a single channel shopper

– and are typically the highest

value customers. ”McKinsey Marketing Solutions

Heighten Importance for Multichannel Integration

“ Multichannel integration is no.

2 on the Top 100 Retail

Movers & Shakers list

compared to no. 54 in 2009. ”2011 Top 100, RetailCustomerExperience.com

• More skeptical about corporations and their

messaging

• More scrutiny and active researching on

their purchases

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

“ Multi-channel integration will

be a strategic priority over the

next 5 years.

”Walmart Executives

their purchases

• More aggregator sites available (e.g. Red

Flag Deals)

• More reliance on peers

• Addition of channels that supports impulse

shopping (e.g. mobile, tablets)

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

How Do Multi-Channel Shoppers Behave?

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

VALUE is top of mind• 85% of consumers research price online

What do multi-channel shoppers care about?

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

VALIDATE their decision• 65% Canadians look for customer ratings & reviews

• 48% look for expert opinions & recommendations

What do multi-channel shoppers care about?

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

LOCATE product• 50% look for product availability

What do multi-channel shoppers care about?

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

• 50% look for product availability

• One of the most dissatisfying channel

to complete this transactional task

When you shop on a retail website, how important is each of the following features?

What features do they use?

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Source: AskingCanadians Dec 2010, n=500

What is the approach to meet

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

the needs of multi-channel shoppers?

Approach

P

O

• Accessibility to store

• Comfort with technology

• Time available

• Value social experience

• Decision Cycle

• What is the nature of your product/channel?

• What are you trying to accomplish?

eople

bjectives

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

O

S

T

Define how to get your target audience to do

what the business wants them to do.

Tactics & technology to realize the strategy

trategy

actics

People & ObjectivesMost useful channel for pre-purchase information gathering on a specific product by category:

Persona Development

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Source: AskingCanadians Dec 2010, n=500

Strategy

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Research Purchase Support & Community

Tactics

• Store/agent Locator

• Decision Making Tools (e.g. product recommender, calculators)

• Facility to multiple visitsExample: Example: Example: Example: car, travel Example: Example: Example: Example: degree

Perc

eiv

ed R

isk • Storytelling

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

• Click-to-Call

• Robust Search Engine• FAQ

• Peer Ratings & Reviews

Example: Example: Example: Example:

books & music

Example: Example: Example: Example:

smart phone /plan

Complexity

• Scenario Comparison• Inventory Lookup• Zoom/Rotate Product

Low Complexity & Low Perceived Risk

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Robust search engine through faceted search

Pick up at store

Numerous retailers reported success in up-selling when customer come into the store.

Low Complexity & High Perceived Risk

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Decision

Making Tool

Facility for multiple visits

High Complexity & Low Perceived Risk

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Cel phone/plan are complex in the sense that you have to determine several things:

• Telecom you prefer/trust

• Usage needs

• Minutes, time of call

• Internet needs

• Phone features

Compare options, line item by line item

High Complexity & High Perceived Risk

Decision making tools

Push prospects to speak to Ivey and to their experiential events

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Story telling through interactive elements and videos

In sum …

Start by understanding your customers & clearly defining your business objectives•Offer consistency across your channels•Many Canadian retailers are not meeting the expectations of

P

O

eople

bjectives

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

•Many Canadian retailers are not meeting the expectations of multichannel shoppers. There’s an opportunity to stand out by doing it right.•Mobile (impulse) channels to take into consideration including smart phone, touch pad

O

S

T

trategy

actics

In sum …

People + Objectives

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

StrategyTactics

40% 65%

Up Next

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

40%of Canadian smartphone owners

have used their phone in the

process of shopping.

65% of Canadians look for consumer

reviews and recommendations

when researching products online.

Join us for the

Mobile Shopper WebinarMobile Shopper WebinarMobile Shopper WebinarMobile Shopper Webinar2PM, Wednesday, October 26, 2011

Join us for the

Social Shopper WebinarSocial Shopper WebinarSocial Shopper WebinarSocial Shopper Webinar2PM, Wednesday, November 30, 2011

The Canadian

MultichannelShopper

370 King Street West, 5th Floor, Box 4

Toronto, Ontario

M5V 1J9

Presented by: Sponsored by:

Shopper

Rosalina Lin-AllenDirector, Client Strategy

Tel.416-364-1455 X271

Email. [email protected]

Delvinia

www.delvinia.com

Steve BielawskieCommerce Practice Director

Tel. 877-767-5577 x436

Email. [email protected]

Tenzing

www.tenzing.com