Canadian Retailer - Summer 2014 - 17

POWER OF FACEBOOK

Number of people who visit
Facebook every day

Number of Canadians who visit
Facebook on their mobile phones
every month
40% - Percentage
of Canadians who
pick up their mobile
devices in the morning
before anything else

60% - The percentage of Canadians for
whom their mobile
device is the dominant
screen throughout
the day

12% - Percentage growth of
SportChek's national
in-store sales over
a two week timeframe as a result of
developing its "Social
Flyer" with Facebook.
In-store sales of
items promoted on
Facebook spiked
23 per cent

Frank and Oak grew its customer-base
from 100,000 in 2012 to over a million
using a targeted Facebook campaign

20x
With Facebook Custom Audiences
and Lookalike Audiences, Indochino
experienced a significant increase in
sales for its online store, translating
into a campaign generating 20-times
the return on ad spend

utilizing accurate consumer identity and rich targeting capabilities
to move beyond blunt demographics and towards perfectly timed
and tailored messages that speak directly to the people they're trying to reach.
Facebook's News Feed has become essential to consumer discovery,
acting as a digital shopping aisle that showcases products and drives customers to purchase. Facebook also gives businesses more flexibility concerning how and when to approach customers, essentially giving savvy
retailers the opportunity for a "holiday" on a weekly or even daily basis.
While holidays have traditionally been tent poles for retail marketing campaigns, such as Black Friday, which was Facebook's single-biggest mobile ad revenue day in the quarter, businesses can now quickly
engage their customers with timely digital content that references
recent happenings in the news, popular culture, weather, etc. For example, Molson Coors recently ran a campaign leveraging weatherspecific ads to share news of the brand's new Canadian Cider based
on weather patterns in key cities across Canada.
Whether humorous, insightful or empathetic, this kind of timeliness
is core to retailers-customers need a reason to shop and timeliness is a
key motivator. This not only makes for more efficient and effective marketing, it adds real value to people's lives, which is good for everyone.
Social flyers are the future

SportChek is a perfect example of a Canadian retailer that is taking
advantage of the shift to personalized marketing at scale. Recognizing that its key 18-34 demographic consume most media online and
do not read a paper flyer, SportChek decided to pull their paper circulars-something the company has relied on as its primary advertising vehicle for the last 92 years-for two weeks and replace them completely with digital spend.
After working with Facebook to digitize its paper flyer, SportChek
leveraged Facebook's unique targeting capabilities to promote different products to people across the country based on what they knew was
popular-for example, ski jackets in Calgary, or running shoes in Toronto.
SportChek's "Social Flyer", the first of its kind globally, used video,
photo albums and traditional posts supported by paid media and various ad types on Facebook. And, as a result, SportChek was able to
grow its national in-store sales by 12 per cent over the two-week time
frame and in-store sales of items promoted on Facebook spiked 23 per
cent. As a result, the retailer is now aiming to transition more than 25
per cent of its print spend to digital and Facebook in the next year.
SportChek's campaign was successful because the retailer understood that people are now living online, and actively used digital technology to target its customers with personalized messages. Companies that continue to mail out paper flyers, while knowing little more
than their target's mailing address, need to understand that the vast
majority of their flyers are going directly into the recycling bin. In fact,
a 2011 Facebook user poll showed that 80 per cent of Canadians aged
18-34 do not read print flyers, and flyers are only achieving 50 per cent
reach with older demo's (35+), including mothers who make important
buying decisions around peak shopping seasons.
This once again shows that all of the people who matter to your business
have moved online, and retailers need to adjust their marketing strategies
accordingly to connect with Canadians digitally and via mobile devices.

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Canadian Retailer - Summer 2014

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