Canadian Retailer - Spring 2016 - 24

MOBILE

GOING
MOBILE

Retail engagement on the
most personal of devices
BY STUART FOXMAN

EVERYONE knows where to locate North America's biggest shopthe tools to enhance the physical and online
ping centre. West Edmonton Mall covers an area of 5.3 million shopping experience.
square feet and includes 800 stores and services. But to find the
"Consumers want that experience to be seamsmallest mall on the planet, just reach into your pocket. It measures less," says Joel, author of the books CTRL ALT
about 6-10 square inches, yet accesses an entire world of retailers.
Delete and Six Pixels of Separation.
In February, PwC's Total Retail 2016 suggested this is a waterThe nature of mobile comes into play too, i.e.
shed year for many percolating trends, including the use of mo- what people do with it and store on it. "Consumbile. "Consumers are pushing the boundaries of what shopping er behaviour with that device is much more permeans," the report stated. "It's nothing short of a revolution, and sonal," Joel adds.
the stakes have never been higher for retailers."
PwC indicated that "mobile will increase its share of "People leave home without their wallet,
the online shopping revenue pie-and perhaps enlarge but they don't leave without their phone."
the pie itself." Globally, 46 per cent of people PwC sur- DAVID HARRINGTON, Shoppers Drug Mart
veyed buy products on their mobile at least a few times
yearly, and 28 per cent do so at least monthly. A survey last year
For shopping, PwC's survey noted at least a
from Ipsos and PayPal found that mobile commerce is growing at dozen common mobile uses-things like comparmore than double the rate of overall e-commerce in Canada.
ing prices and researching products; accessing
"Mobile is becoming the primary screen that our customers are coupons/promotional codes or loyalty/reward
using when they engage with our brand," says Angela Scardillo, programs; storing product information for a later
VP, marketing, Best Buy Canada.
purchase; checking reviews or posting comments
If that's a game-changer, how can retailers tailor mobile market- about a retailer; paying for purchases; checking
ing, use it to engage consumers in the midst of bricks-and-mortar in at store via social media; and finding/receiving
shopping too, and integrate it into an overall marketing approach?
an offer based on their proximity to a store.
The applications differ. "But the place to alSeamless experience
ways start is understanding your customers,"
With mobile, the consumer's desires-from visualizing your says Steve Buors, CEO of Reshift Media, an Inbrand to conducting a transaction-are one factor. Another dimen- ternet marketing company.
sion of mobile is context, says Mitch Joel, president of Mirum, a
Last year, Shoppers revamped their Optimum
global digital marketing agency with offices in Montreal and To- loyalty program. They introduced an app that
ronto. Is the consumer on their couch? In your store? Shopping could customize offers and rewards to their ten
next door? Walking or driving around town?
million users, based on what they know about
To Joel, retailers must determine if the mobile platform offers them and their purchases. "Personalization was

24 |

CANADIAN RETAILER | SPRING 2016



Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016

Publisher’s Desk
Retail Currents
Under the Banner
At Issue
For the Love of Flyers
The Future Is Automatic
Where Your Customers Are
Going Mobile
Made in Canada: Customer Loyalty Programs
Brand Marketing in the Digital Age
Instilling Transformation
2016’s Key Marketing Trends
Building a Brand to Recruit on Campus
Advertiser’s Index
Canadian Retailer - Spring 2016 - ebelly1
Canadian Retailer - Spring 2016 - ebelly2
Canadian Retailer - Spring 2016 - cover1
Canadian Retailer - Spring 2016 - cover2
Canadian Retailer - Spring 2016 - 3
Canadian Retailer - Spring 2016 - eJolt
Canadian Retailer - Spring 2016 - Publisher’s Desk
Canadian Retailer - Spring 2016 - 5
Canadian Retailer - Spring 2016 - Retail Currents
Canadian Retailer - Spring 2016 - 7
Canadian Retailer - Spring 2016 - Under the Banner
Canadian Retailer - Spring 2016 - At Issue
Canadian Retailer - Spring 2016 - 10
Canadian Retailer - Spring 2016 - 11
Canadian Retailer - Spring 2016 - For the Love of Flyers
Canadian Retailer - Spring 2016 - 13
Canadian Retailer - Spring 2016 - 14
Canadian Retailer - Spring 2016 - 15
Canadian Retailer - Spring 2016 - The Future Is Automatic
Canadian Retailer - Spring 2016 - 17
Canadian Retailer - Spring 2016 - 18
Canadian Retailer - Spring 2016 - 19
Canadian Retailer - Spring 2016 - Where Your Customers Are
Canadian Retailer - Spring 2016 - 21
Canadian Retailer - Spring 2016 - 22
Canadian Retailer - Spring 2016 - 23
Canadian Retailer - Spring 2016 - Going Mobile
Canadian Retailer - Spring 2016 - 25
Canadian Retailer - Spring 2016 - Made in Canada: Customer Loyalty Programs
Canadian Retailer - Spring 2016 - 27
Canadian Retailer - Spring 2016 - 28
Canadian Retailer - Spring 2016 - 29
Canadian Retailer - Spring 2016 - Brand Marketing in the Digital Age
Canadian Retailer - Spring 2016 - 31
Canadian Retailer - Spring 2016 - 32
Canadian Retailer - Spring 2016 - 33
Canadian Retailer - Spring 2016 - 34
Canadian Retailer - Spring 2016 - Instilling Transformation
Canadian Retailer - Spring 2016 - 36
Canadian Retailer - Spring 2016 - 2016’s Key Marketing Trends
Canadian Retailer - Spring 2016 - 38
Canadian Retailer - Spring 2016 - 39
Canadian Retailer - Spring 2016 - Building a Brand to Recruit on Campus
Canadian Retailer - Spring 2016 - 41
Canadian Retailer - Spring 2016 - Advertiser’s Index
Canadian Retailer - Spring 2016 - cover3
Canadian Retailer - Spring 2016 - cover4
Canadian Retailer - Spring 2016 - 45
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