Canadian Retailer - Store 2016 - 50

SHOPPING JOURNEY INNOVATION

MAKING IT
PERSONAL

Customer engagement and personalizing
the customer shopping journey
BY TED SALTER, Partner, Consulting, PwC Canada
TODAY'S consumer has come to ex-

pect a constant stream of new technologies and innovations aimed at
providing more convenient ways to go
about their daily lives. The challenge
for many retailers is recognizing that
innovation in one activity will spur demand for innovation across a broader
spectrum. For example, consumers
that can book restaurant reservations
online are now demanding the ability
to book other appointments online,
like doctor's appointments or test
drives at an auto dealership.
In this evolving retail environment,
each successful innovation introduced by a retailer becomes a standard against which other retailers are
measured going forward. Retailers
that can't respond to such changes
will be hard-pressed to stay relevant.
Yet, even retailers that understand
the importance of innovation are
finding it difficult to succeed. That's
Customer engagement across the shopping journey
because to respond to what customers want, retailers need to find ways
to better understand and engage with them across all phas- Personalization is about increasing relevance
es of the customer shopping journey.
When it comes to increasing personalization, retailers should focus less on the different channels
There's no one-size-fits-all approach
available for engagement and more on increasing
Customer engagement shouldn't mean the same thing to the relevance of their engagement activities.
every retailer. What works for a coffee retailer won't necesIncreasing relevance means making sure that
sarily work for an electronics retailer or home furnishings the right message is delivered at the right time
retailer. The reality is that there's no single answer to how through the right means (e.g. email, text, in-store
to engage with your customers since engagement must be offer) to get a specific customer response. The
specific to your customer strategy. Therefore, customer rel- stronger the intersection is between the when,
evancy is the means by which you can measure the effect- what and how dimensions of customer engageiveness of your personalization approach.
ment, the more relevant the message will be.
50 |

CANADIAN RETAILER | STORE 2016



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

Publisher’s Desk
Guest Column
Retail Currents
Independents’ Corner
Retail: At Issue
The Focus on Today’s Connected Consumer Intensifies
Top of the Class
Celebrating Canada’s Retail Leaders
Paying Tribute to Canada's Best New Grocery Products
Steeped in Tradition, but Always Changing
Honouring Tomorrow’s Retail Talent Today
Making It Personal
Only One Channel
Advertisers’ Index
Canadian Retailer - Store 2016 - bellyband1
Canadian Retailer - Store 2016 - bellyband2
Canadian Retailer - Store 2016 - cover1
Canadian Retailer - Store 2016 - cover2
Canadian Retailer - Store 2016 - 3
Canadian Retailer - Store 2016 - Publisher’s Desk
Canadian Retailer - Store 2016 - Guest Column
Canadian Retailer - Store 2016 - Retail Currents
Canadian Retailer - Store 2016 - 7
Canadian Retailer - Store 2016 - Independents’ Corner
Canadian Retailer - Store 2016 - 9
Canadian Retailer - Store 2016 - Retail: At Issue
Canadian Retailer - Store 2016 - 11
Canadian Retailer - Store 2016 - 12
Canadian Retailer - Store 2016 - 13
Canadian Retailer - Store 2016 - 14
Canadian Retailer - Store 2016 - 15
Canadian Retailer - Store 2016 - The Focus on Today’s Connected Consumer Intensifies
Canadian Retailer - Store 2016 - 17
Canadian Retailer - Store 2016 - 18
Canadian Retailer - Store 2016 - 19
Canadian Retailer - Store 2016 - 20
Canadian Retailer - Store 2016 - 21
Canadian Retailer - Store 2016 - 22
Canadian Retailer - Store 2016 - 23
Canadian Retailer - Store 2016 - 24
Canadian Retailer - Store 2016 - 25
Canadian Retailer - Store 2016 - 26
Canadian Retailer - Store 2016 - 27
Canadian Retailer - Store 2016 - Top of the Class
Canadian Retailer - Store 2016 - 29
Canadian Retailer - Store 2016 - 30
Canadian Retailer - Store 2016 - 31
Canadian Retailer - Store 2016 - 32
Canadian Retailer - Store 2016 - 33
Canadian Retailer - Store 2016 - Celebrating Canada’s Retail Leaders
Canadian Retailer - Store 2016 - 35
Canadian Retailer - Store 2016 - 36
Canadian Retailer - Store 2016 - 37
Canadian Retailer - Store 2016 - 38
Canadian Retailer - Store 2016 - 39
Canadian Retailer - Store 2016 - 40
Canadian Retailer - Store 2016 - 41
Canadian Retailer - Store 2016 - 42
Canadian Retailer - Store 2016 - 43
Canadian Retailer - Store 2016 - Paying Tribute to Canada's Best New Grocery Products
Canadian Retailer - Store 2016 - 45
Canadian Retailer - Store 2016 - Steeped in Tradition, but Always Changing
Canadian Retailer - Store 2016 - 47
Canadian Retailer - Store 2016 - Honouring Tomorrow’s Retail Talent Today
Canadian Retailer - Store 2016 - 49
Canadian Retailer - Store 2016 - Making It Personal
Canadian Retailer - Store 2016 - 51
Canadian Retailer - Store 2016 - 52
Canadian Retailer - Store 2016 - 53
Canadian Retailer - Store 2016 - Only One Channel
Canadian Retailer - Store 2016 - 55
Canadian Retailer - Store 2016 - 56
Canadian Retailer - Store 2016 - 57
Canadian Retailer - Store 2016 - Advertisers’ Index
Canadian Retailer - Store 2016 - cover3
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