The Canadian Multichannel Shopper

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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.

Text of The Canadian Multichannel Shopper

  • The Canadian Multichannel ShopperSponsored by: Presented by: Steve Bielawski Rosalina Lin-Allen eCommerce Practice Director Director, Client Strategy Tenzing Delvinia www.tenzing.com www.delvinia.com
  • 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.
  • About TenzingCompany Privately owned, Founded: 1998 Tenzing Data Centers Fully Managed IT Service Provider Disaster Recovery Production Environment Environment 3 Customer service centers: BC, ON, India 3 Datacenters: Toronto, Kelowna, Vancouver Profit 200 Ranking 6 years in a row 80 employees (60 in operations) APAC EMEAProvide Managed Services For Ecommerce Platforms SaaS Applications Web & Enterprise Applications
  • 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 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 Software as a Service Enterprise Web
  • Business Digital Strategy & Customer Experience Design Firm. End Consumers Delvinia370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • 370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Searched trusted 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
  • 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
  • Heighten Importance for Multichannel Integration More skeptical about corporations and their Multichannel integration is no. 2 on the Top 100 Retail 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • What is the approach to meetthe needs of multi-channel shoppers?370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • 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
  • 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
  • Strategy Support & Research Purchase Community370 King Street West, 5th Floor, Box 4Toronto, OntarioM5V 1J9
  • Tactics Perceived Risk Storytelling