Delvinia: The Canadian Multichannel Shopper
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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?
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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 M5V 1J9
- 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 M5V 1J9
- 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 M5V 1J9
- 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 M5V 1J9
- 16. Strategy Support & Research Purchase Community 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
- 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 Complexity 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
- 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 M5V 1J9
- 19. Low Complexity & High Perceived Risk Decision Making Tool Facility for multiple visits 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
- 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 M5V 1J9
- 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 M5V 1J9
- 23. In sum … People + Objectives Tactics Strategy 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
- 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 M5V 1J9
- 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