SlideShare a Scribd company logo
1 of 25
Download to read offline
The Canadian
                                                         Multichannel
                                                                           Shopper
                                         Presented by:     Sponsored by:




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Your speaker today!


                                            Director, Client Strategy
                                            Rosalina Lin-Allen
                                                           Allen




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Business




                     Digital Strategy & Customer
                        Experience Design Firm.    End Consumers       Delvinia




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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
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
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
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
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
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
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
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
What is the approach to meet
the needs of multi-channel shoppers?


370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 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 strategy




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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
Strategy



                                                               Support &
                                         Research   Purchase   Community




370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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
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
Low Complexity & High Perceived Risk




                                         Decision
                                         Making Tool




                                         Facility for
                                         multiple
                                         visits



370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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
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
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
In sum …


                                           People + Objectives


                                         Tactics      Strategy
370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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
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

More Related Content

Similar to The Canadian Multichannel Shopper (Sept 2011)

IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...
IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...
IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...WithTheBest
 
TradeTech in San Francisco 2010
TradeTech in San Francisco 2010TradeTech in San Francisco 2010
TradeTech in San Francisco 2010Amanda Aslan
 
Understanding the Bid and RFP Process to Win Contracts
Understanding the Bid and RFP Process to Win ContractsUnderstanding the Bid and RFP Process to Win Contracts
Understanding the Bid and RFP Process to Win ContractsDebbie Ouellet
 
Customer Experience Management: The Key to Continued Business Growth and Succ...
Customer Experience Management: The Key to Continued Business Growth and Succ...Customer Experience Management: The Key to Continued Business Growth and Succ...
Customer Experience Management: The Key to Continued Business Growth and Succ...VIPdesk
 
Chapter 1 spotting a business opportunity
Chapter 1   spotting a business opportunityChapter 1   spotting a business opportunity
Chapter 1 spotting a business opportunityAliyaAlY
 
Wattpad AndroidTO 2011 - Android and Monetization
Wattpad AndroidTO 2011 - Android and MonetizationWattpad AndroidTO 2011 - Android and Monetization
Wattpad AndroidTO 2011 - Android and MonetizationWattpad
 
How Social Media is Transforming Customer Service and the Customer Experience
How Social Media is Transforming Customer Service and the Customer ExperienceHow Social Media is Transforming Customer Service and the Customer Experience
How Social Media is Transforming Customer Service and the Customer ExperienceParature, from Microsoft
 
Cross-Border Affiliate Marketing in China
Cross-Border Affiliate Marketing in ChinaCross-Border Affiliate Marketing in China
Cross-Border Affiliate Marketing in ChinaAffiliate Summit
 
The Importance of a Powerful Sales Strategy for a Startup
The Importance of a Powerful Sales Strategy for a StartupThe Importance of a Powerful Sales Strategy for a Startup
The Importance of a Powerful Sales Strategy for a StartupSteven Tulman
 
THOR Associates
THOR AssociatesTHOR Associates
THOR AssociatesFernLee
 
Efactor - Startup Marketing What You Need to Do Before You Begin
Efactor - Startup Marketing What You Need to Do Before You BeginEfactor - Startup Marketing What You Need to Do Before You Begin
Efactor - Startup Marketing What You Need to Do Before You BeginEFactor Global
 
Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...
Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...
Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...Aniruddha Deshpande
 
Pitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLPPitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLPJeremy Halpern
 
Cars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesaleCars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesaleSocial Media Marketing
 
Cars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesaleCars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesaleRalph Paglia
 
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012TRG Arts
 
Patent Market 2015 – Buyers, Sellers & What Are They Paying
Patent Market 2015 – Buyers, Sellers & What Are They PayingPatent Market 2015 – Buyers, Sellers & What Are They Paying
Patent Market 2015 – Buyers, Sellers & What Are They PayingErik Oliver
 
Beyond digital to grow your building products brand
Beyond digital to grow your building products brandBeyond digital to grow your building products brand
Beyond digital to grow your building products brandLeigh Simpson
 

Similar to The Canadian Multichannel Shopper (Sept 2011) (20)

Circuit City from Good to Great to Gone
Circuit City from Good to Great to GoneCircuit City from Good to Great to Gone
Circuit City from Good to Great to Gone
 
IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...
IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...
IoT and the Retail Marketplace: Bringing IoT, Wearables, and Smart Devices to...
 
TradeTech in San Francisco 2010
TradeTech in San Francisco 2010TradeTech in San Francisco 2010
TradeTech in San Francisco 2010
 
Understanding the Bid and RFP Process to Win Contracts
Understanding the Bid and RFP Process to Win ContractsUnderstanding the Bid and RFP Process to Win Contracts
Understanding the Bid and RFP Process to Win Contracts
 
Customer Experience Management: The Key to Continued Business Growth and Succ...
Customer Experience Management: The Key to Continued Business Growth and Succ...Customer Experience Management: The Key to Continued Business Growth and Succ...
Customer Experience Management: The Key to Continued Business Growth and Succ...
 
Chapter 1 spotting a business opportunity
Chapter 1   spotting a business opportunityChapter 1   spotting a business opportunity
Chapter 1 spotting a business opportunity
 
Wattpad AndroidTO 2011 - Android and Monetization
Wattpad AndroidTO 2011 - Android and MonetizationWattpad AndroidTO 2011 - Android and Monetization
Wattpad AndroidTO 2011 - Android and Monetization
 
How Social Media is Transforming Customer Service and the Customer Experience
How Social Media is Transforming Customer Service and the Customer ExperienceHow Social Media is Transforming Customer Service and the Customer Experience
How Social Media is Transforming Customer Service and the Customer Experience
 
Cross-Border Affiliate Marketing in China
Cross-Border Affiliate Marketing in ChinaCross-Border Affiliate Marketing in China
Cross-Border Affiliate Marketing in China
 
The Importance of a Powerful Sales Strategy for a Startup
The Importance of a Powerful Sales Strategy for a StartupThe Importance of a Powerful Sales Strategy for a Startup
The Importance of a Powerful Sales Strategy for a Startup
 
THOR Associates
THOR AssociatesTHOR Associates
THOR Associates
 
Efactor - Startup Marketing What You Need to Do Before You Begin
Efactor - Startup Marketing What You Need to Do Before You BeginEfactor - Startup Marketing What You Need to Do Before You Begin
Efactor - Startup Marketing What You Need to Do Before You Begin
 
Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...
Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...
Presentation - IV - INTEGRATION – COMBINING TRADITIONAL TA, MP AND ORDERFLOW ...
 
Pitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLPPitching the Plan - Nutter McClennen & Fish LLP
Pitching the Plan - Nutter McClennen & Fish LLP
 
Cars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesaleCars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesale
 
Cars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesaleCars dal-set thestageforwinningthesale
Cars dal-set thestageforwinningthesale
 
Customer service Basic Training
Customer service Basic TrainingCustomer service Basic Training
Customer service Basic Training
 
ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012ASC Marketing Workshop - Mar 2012
ASC Marketing Workshop - Mar 2012
 
Patent Market 2015 – Buyers, Sellers & What Are They Paying
Patent Market 2015 – Buyers, Sellers & What Are They PayingPatent Market 2015 – Buyers, Sellers & What Are They Paying
Patent Market 2015 – Buyers, Sellers & What Are They Paying
 
Beyond digital to grow your building products brand
Beyond digital to grow your building products brandBeyond digital to grow your building products brand
Beyond digital to grow your building products brand
 

The Canadian Multichannel Shopper (Sept 2011)

  • 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