Canadian Retailer - Spring 2016 - 7

THE DIGITAL UNIVERSE
Marketing CoPilot Inc. recently released its 2016
Digital Marketing Research Survey, finding out how
consumers like to engage with companies online.

THE STATE OF BRAND LOYALTY
Insights group BrandSpark recently polled 45,000 Canadian
consumers to find out their attitudes towards products in
133 different categories.

■

65

%

■

65% of the respondents identified
that they will not look past the first
page of results when conducting
an online search

90%

90% of the respondents use mobile
devices to access websites

70%

70% of respondents prefer to receive
important product updates by email,
while only 11.39% prefer to receive
updates by social media, and 1.27%
prefer the phone

66% Two thirds of Canadians will
try new offerings introduced by the
brands that they trust the most
74% Nearly three quarters
of respondents would
purchase brand items when
they are on sale instead of
choosing generic or ownlabel alternatives

45% Nearly half of the research participants agreed
their loyalty to specific brands has declined-a trend
posing major challenges to the marketing industry

THE PROGRAMMATIC LANDSCAPE
Marketing magazine, Acuity Ads and Rogers Research
recently released the inaugural research paper concerning
the state of programmatic ad buying within the Canadian
retail industry. The research found that programmatic ad
buying is on the rise, but cites barriers.

SHARE MY DATA?
Research conducted by Aimia Inc. earlier this year
suggests that Canadian consumers are less than
impressed with the rewards they receive in exchange for sharing their personal information.
■

■

17% of companies asked believe that they are
"market leaders" or "better than average" in
programmatic executions

17%

Concerns over whether
premium content is
Concerns about ads
actually "premium"
being placed on
inappropriate sites
Lack of understanding overall
Don't think the ads
Can't see
in my company
are being viewed by
how money is
the right audience
being spent

32%

31%

29%

26%

92% of Canadian consumers say that it is not worth
sharing their personal information for the rewards
they receive in exchange

31% of Canadian respondents rated their personal
information as "highly valuable"

25%

OBSTACLES TO PROGRAMMATIC

26% say that they expect better service and
benefits in return for sharing it

CALENDAR
STORE Conference 2016

Tuesday, May 31 - Wednesday,
June 1, 2016
Toronto Congress Centre,
Toronto, ON
Excellence in Retailing
Awards Gala

Tuesday, May 31, 2016
Toronto Congress Centre,
Toronto, ON

www.retailcouncil.org/cdnretailer

Canadian Grand Prix New
Products Awards Gala

Wednesday, June 1, 2016
Toronto Congress Centre,
Toronto, ON
DTLQC

Wednesday, September 21, 2016
Palaise des congress de Montreal,
Montreal, QC

RCC Loss Prevention Conference

Thursday, September 29, 2016
International Centre,
Mississauga, ON

For more information concerning
RCC events, visit www.retailcouncil.
org/events.

SPRING 2016 | CANADIAN RETAILER

| 7
http://www.retailcouncil http://www.retailcouncil.org/cdnretailer
Table of Contents for the Digital Edition of Canadian Retailer - Spring 2016
