Canadian Retailer - Spring 2016 - 38
MARKETING LUNCH
The panel weighed in on key trends affecting the industry and the need to re-imagine the retail store.
seems to be working. In the past year,
"It's 2016, and we have to change how we think about
online sales growth has been in the
double-digits (although some of that retail. We need to consider the box that used to be the
has detracted from sales at brick-and- retail store, and the box that used to be the website. For
mortar locations). However, as noted us, we're looking at doing whatever we can, integrating
by Cho, LeBlanc, and all of the panelthe POS, the website-everything, built with the vision
ists, increased expansion in the digital
landscape brings with it one particular of it being one company, and one brand."
challenge: attribution.
- KATIE DRESCHEL, Saje Natural Wellness
"This business of attribution, it really never
ends," said Indochino's Peter Housley. "And But at the same time, when it comes to marketing, the comas we make the journey from being an online pany remains almost entirely digitally-focused.
retailer to being an omnichannel retailer, attri"At Indochino, virtually 100 per cent of our budget is
bution becomes particularly important."
digital. And within that, we have probably ten channels we
On the e-commerce side of things, Indochino- break down. For example, we would look at SEM as a chanan online made-to-measure suit retailer that nel, display prospecting and display retargeting as two difstarted online before transitioning into brick- ferent channels. I'd look at Facebook as a channel, Twitter
and-mortar stores-is near the head of the as a channel, and then we'd look at the path-to-conversion
pack, having spent years accumulating a ro- and cost-per-acquisition for all of those things."
bust data warehouse, and armed with a solid
understanding of their cost-per-acquisition A need for integration
and cost-per-order.
And while Indochino's approach is catching on, the Leger
"I can scale infinitely," Housley grinned, on their data shows that many retailers still have a long way to go.
e-commerce growth. "There's no volume I can't According to Cho, while nine out of ten now use digital
chase, because I know I can chase it profitably."
media, only one in five actually measure their digital marOf course, Housley noted, now that Indochino keting performance in any meaningful way. Fewer than
has begun to expand into retail locations, the one in two integrate their analytics data. One in three don't
business of attribution becomes slightly trickier. have a direct mail strategy. Challenges presented range
38 |
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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