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.
Keppel Ltd. 1Q 2024 Business Update Presentation Slides
The Canadian Multichannel Shopper
1. The Canadian
Multichannel
Shopper
Sponsored by: Presented by:
Steve Bielawski Rosalina Lin-Allen
eCommerce Practice Director Director, Client Strategy
Tenzing Delvinia
www.tenzing.com www.delvinia.com
2. 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.
3. About Tenzing
Company
• 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 EMEA
Provide Managed Services For
• Ecommerce Platforms
• SaaS Applications
• Web & Enterprise Applications
4. 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
7. Business
Digital Strategy & Customer
Experience Design Firm. End Consumers Delvinia
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
8. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
9. Searched trusted 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
10. 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
11. 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 4
Toronto, Ontario
M5V 1J9
12. 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
13. 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
14. 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
15. 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
16. 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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17. What is the approach to meet
the needs of multi-channel shoppers?
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
18. 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
19. 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
20. Strategy
Support &
Research Purchase Community
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
22. 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
23. Low Complexity & High Perceived Risk
Decision
Making Tool
Facility for
multiple
visits
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
24. 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
25. 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
26. 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 of
S trategy 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
27. In sum …
People + Objectives
Tactics Strategy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
28. 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
29. 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 Delvinia
370 King Street West, 5th
Toronto, Ontario
www.tenzing.com
Floor, Box 4 www.delvinia.com
M5V 1J9