Canadian Retailer - Summer 2015 - 17

what attracts you to visit a particular brand's
social media page (e.g. on Facebook)?

52%
attractive deals/promotions/sales

33%

interested in new product offerings

24%

to research products on social media before i buy them

22%

received a promotion via email or text/SmS message

22%

flyer or recommendation in-store

why do you shop at your favourite retailer?

69%

believe prices are good

46%

find items they want usually in stock

messages to a diverse group of current and potential customers.
So, how can retailers use social media more effectively? The answer is simple, if paradoxical: remember that it's not about you.
Our research shows that Canadians will visit the social media
sites of brands and retailers-but they'll only do it if there's a defined benefit to them. Right now, the strongest lure for consumers
is to get a deal. In fact, more than 50% of Canadians visit the social
media sites of particular brands because they're attracted by the
potential for deals, promotions and sales. The desire for more information about new products comes a distant second, at 33%.
Retailers that can present a powerful "Why?" will be better
able to influence their customers, not just on social media, but
everywhere. Centering conversations and discussions around
issues meaningful to the customers-presenting solutions rather
than products-is a great way to start.
Reimagine the store

For many Canadians, brick-and-mortar stores remain at the
centre of their shopping journey. In fact, 75% of Canadian conlike the store, its location or staff
sumers say that they've intentionally browsed online before
33%
making a purchase in-store, while only 55% have done the reappreciate the returns policy
verse. To a degree, these browsing habits are product specific
31%
because consumers view some products as easy to buy online
trust the brand
(e.g. books, music, toys, electronics)-others, not so much (e.g.
grocery items, furniture, homeware products, home improvement supplies).
"[We're using] social media as a marketing platform, customer
Regardless of the products they offer,
service tool and a direct communication channel with our cushowever, retail stores must evolve because
tomers. Gaining customer feedback, loyalty and engagement is
customers are evolving. With transparent
a top priority, and social media plays a key role."
access to prices, locations and retailers,
- CarOL DeaCOn
customers have more options than ever.
Senior Vice-President of Digital & Loyalty, Canadian Tire
In such an open business environment,
creating a powerful "why?"
retailers need to rethink why their stores exist. For many, this
Social media matters. Today's consumers have means becoming less transactional, and more experiential. The
a thirst for information and they'll get it from most forward-thinking retailers
anywhere possible. According to our Global are looking at their stores as a way
clicks MEEt bRicks
Total Retail Survey, 47% of Canadians say they to augment the total communicain an effort to boost
business, frank &
use Facebook regularly as part of their shopping tion of value to their customers by
oak, a once onlineexperience, while 29% use Google/Google Plus, providing tactile experiences and
only provider of men's
23% use YouTube and 13% use Twitter.
interactions that speak to higher
apparel, has opened
From a consumer perspective, retailers that level needs.
six physical retail loare actively engaged in social media networks
That's simple to say, but what
cations. the retailer's
toronto location
are having a real influence. About 60% of Can- exactly should the retail store of
includes a barbershop
adian consumers say they've interacted in the future look like?
and café, providing
some form through social media with different
This is where technology can be
service and offering
products and brands. Of these, 46% say such very important-although there's
not found online. the
canadian company
interactions have led them to make more pur- no one-size-fits-all approach when
plans to soon open six
chases, up from 32% last year.
it comes to what will work for a restores in the u.S.
This is great news for Canadian retailers who tailer. When asked about the techoften see social media as more of a risk than an nologies they'd like to see in stores
opportunity because they don't have complete to improve their shopping journey, Canadians gave a wide varcontrol over the conversation. In reality, social iety of responses. About 38% would like all stores to have the abilmedia networks, similar to digital and mobile ity to check inventory at other stores or online, while 33% would
technologies, give savvy retailers the oppor- like stores to have the option of self-checkout, and 26% would like
tunity to target, tailor and effectively distribute stores to have easily accessible and free Wi-Fi capabilities.

35%

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Canadian Retailer - Summer 2015

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