Canadian Retailer - The Marketing Issue - 18

SHOPPING JOURNEY

THE ZERO MOMENT OF TRUTH
The proliferation of digital technology and devices is empowering shoppers like never
before, giving them access to an unprecedented amount of information anywhere,
anytime. It's entirely changed the traditional path to purchase, prompting retail marketers
to rethink the way they engage shoppers at all stages of the journey.
STATISTICS COMPILED BY STUART FOXMAN

Mobile use

82%

Showrooming and
webrooming

63%
In-store experiences

51%
Researching products

40%

Four in ten Canadians
(and 55% under age 24)
read product reviews
and feedback on social
media, and say that
sways their shopping
decisions.
Source: PwC

Online vs. bricks-andmortar: convenience
and connections

41%

Percentage of consumers who use online
and physical channels together to find
the best deals. 41% of
consumers use their
smartphones in-store
to compare prices,
up from 34% the year
before.
Source: Accenture

18 |

CANADIAN RETAILER

| THE MARKETING ISSUE

More than half of Canadian consumers say
that the main frustration preventing them
from purchasing goods
in-store more often is
long lines. On average,
six minutes is the longest Canadian shoppers
are willing to wait in a
queue before giving up.
Source: Accenture

Percentage of North
Americans who use
mobile devices in-store
to look for competitors'
coupons and prices.
58% compare a retailer's in-store and online
prices and coupons and
look for consistency
across channels.
Source: Bizrate Insights

The top smartphone
activity of Canadians
before, during and after
shopping is finding a
store location (82%).
Comparing prices
(69%), doing research
online (69%), checking
stock (64%), visiting a mobile store or
app (63%), making a
transaction (76%), and
providing feedback on
the experience (36%)
follow.
Source: Nielsen Canada



Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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