Canadian Retailer - Fall 2013 - 11

MOBILE RETAIL

CALENDAR

LEVERAGING MOBILE DATA

RCC EVENTS

When it comes to mobile data, retailers are always paying attention.
When conversations turn to traffic ﬂow analysis, it seems that every other
conversation stops. That's because the more information that a retailer
can gather related to 'mobile data' like what you looked at ﬁrst, what you
looked at next and what element on the page led you from point A to
point B, the more intelligent they can make their e-commerce sites.
And today with 'mobile data' retailers can also turn the mobile shopper into a sales opportunity every time they enter their stores and pull
out their smartphones.
That view is reﬂected in a Léger Marketing study commissioned by
digital anaytics company SAS Canada that found that consumers crave
a more useful, as well as personalized, experience from their mobile
phones-and serving up ads is not the best way to speak to them. Findings of the study include:
* 66 per cent said they do not tend to click on digital ads.
* 49 per cent said they would regularly click on ads if they were
personalized to them.
* 67 per cent said they have used their mobile phone to buy something.
* 71 per cent said they would buy something if they received a discount
or other promotion on their smartphones for a complementary
product while they shopped.
* 69 per cent said they ﬁnd it helpful when retailers make suggestions
to them based on their personal online shopping history.

Winter Retail Conditions Webinar

Monday, December 16, 2013
1:00-1:30 P.M. EDT
Presented by Peter Woolford
Human Resources Conference

Tuesday, April 2 -
Wednesday, April 3, 2014
Toronto Congress Centre,
Toronto, ON
STORE Conference 2014

Tuesday, June 3 -
Wednesday, June 4, 2014
Toronto Congress Centre,
Toronto, ON
For more information
concerning RCC events, visit
www.retailcouncil.org.
INDUSTRY EVENTS
IGNITE: Sparking Ideas in Outof-Home

Thursday, November 14, 2013
Glenn Gould Studio,
Toronto, ON
Salon du Livre de Montréal

SELLING TO THE MOBILE CONSUMER

A recent research report conducted by Columbia Business School
in partnership with Aimia presents insights that question the customers' true intentions with respect to showrooming, while offering tips to
convert mobile shoppers in your store into paying customers.
The report found that:
* 74 per cent of mobile shoppers are older than 29.
* More than 50 per cent of mobile shoppers are more likely to purchase
a product in-store when their mobile device helps them ﬁnd online
reviews, information, or trusted advice.
* Although "price checking" is the number one action of mobile shoppers,
convenience, urgency and immediacy are the top three reasons why
they will buy in-store even if they ﬁnd the same product cheaper online.
* 48 per cent of mobile shoppers say that being a member of a store's
loyalty program makes them more likely to purchase products instore, despite equal or cheaper prices online.
The ﬁndings, says Matthew Quint, a co-author of the study and
director of Columbia Business School's Centre on Global Brand Leadership, "debunk many of the common assumptions about the threat of
showrooming and who is doing it." He continues by stating that, "Many
shoppers with smartphones care about more than just the lowest price
on every item. In fact, while roughly 25 per cent of mobile shoppers may
require a discount to motivate in-store purchases, a clear majority can
be enticed to purchase in-store through information assistance, engagement strategies, and strong loyalty rewards programs."

Wednesday, November 20 -
Monday, November 25, 2013
Glenn Gould Studio,
Montréal, QC
NRF Convention

Sunday, January 12 -
Wednesday, January 15, 2014
Jacob K. Javitz Convention
Centre, New York City, NY
RCC member discount available:
Members of RCC have the
opportunity to receive a discount
on registration for the 2014 NRF
Convention. for more information,
call RCC's Membership team at
1 (888) 373-8245. To register for
the convention online, visit www.
retailcouncil.org/events/industry
to download a registration form.

Events subject to change. For
more information about these
events, as well as updates and
other industry events listings, visit
our website at www.retailcouncil.
org. Send your events at least
two months in advance to
cdnretailer@retailcouncil.org.

www.retailcouncil.org/cdnretailer | fall 2013 | canadian retailer |

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Canadian Retailer - Fall 2013

Table of Contents for the Digital Edition of Canadian Retailer - Fall 2013