Canadian Retailer - Summer 2015 - 18

indUstRy REpoRt

"When it comes to technology innovation in the
store, you need to continuously experiment and
acknowledge when something is not working. We
continued to innovate until we developed a remote
video agent solution that has resulted in a 90%
customer satisfaction rating."

security top of mind when it comes to
mobile technologies

- steVe MatYas
President, Staples Canada

While the desire for specific in-store technologies is relatively straightforward right
now for Canadian consumers, the more
exposure they have to what's possible, the
more they'll begin expecting it. That's why
Canadian retailers need to start the process
of reinvention now: change takes time, and
no retailer wants to be left behind.
building trust trumps technology

When it comes to future success, there's
little doubt technology is going to be a key
enabler for retailers. Mobile technologies,
social media tools and technologies that
create a seamless in-store and out-of-store
experience can help put retailers ahead
when they are brought together using a
customer-centric approach. But technology
is only one piece of the puzzle. Even more
critical is the data that retailers will need to
shape the unique and integrated shopping
experiences that customers are demanding. To get that data, retailers must gain the
trust of their customers.
The challenge is that there's a lot of distrust in the retail space. Customers are
skeptical of what will happen to their information should they enter it into an online form, put it in an app, or give it to a
sales associate in-store. This skepticism
stretches beyond individual retailers. Of
the Canadian consumers surveyed, 63%
are concerned about having their personal
information hacked while using a smartphone. Similarly, only 21% of respondents
said they were okay with retailers establishing their location through a mobile phone,
compared to 51% who were not.
Addressing customer security concerns
and building trust must be front and centre
for retailers who are looking to develop and
implement innovative and targeted retail
experiences. Without the trust of their consumers, technology will only get them so far.
18 |

canadian REtailER | Summer 2015

63%

of canadians are concerned
about having their personal
information hacked while
using smartphone.

competing in a total retail world

There are plenty of opportunities today for retailers to better engage with their customer. However, in order to realize these opportunities, they must adapt to the ever-evolving retail environment.
When what the future of retail might look like, consider the following
activities to that can help you remain relevant to your customers in
the years ahead.
oUtsidE thE (biRch) box
1. Rethink how you think. Think
another one-time onlineabout your business strategy
only retailer, birchbox,
from the ground up, putting
opened its first store in
your customer at the centre of
new York's Soho neighboryour business model.
hood in July 2014. the provider of beauty products
2. Engage customers on their
knows that its customer
terms. Be consistent in what you
doesn't want to waste any
say, how you say it and where
time in finding customized
you say it. If you make the diaproducts. to meet this
need birchbox merchanlogue about them, you can build
dises in-store by product
trust that will extend far beyond
rather than brand. they've
the social media space.
applied this online learning
3. Present solutions, not prodto the physical space and
ucts. Speak directly to what a
combine the approach with
digital tools in-store to help
customer wants and desires,
customers better underyou can build a brand that
stand products.
people want to be a part of and
be loyal to.
4. Create a seamless experience. Stop thinking about providing
products through various channels and, instead, focus on providing customer solutions no matter how your customers want
to access them.
5. Reimagine your operating model. Re-evaluate every component of your operations and work to foster the capabilities (e.g.
technical, process, development) you will need to succeed.
To read PwC Canada's Total Retail Survey 2015: Retailing in an Age
of Disruption, please visit www.pwc.com/ca/totalretail.
Ted Salter, Partner Retail Consulting and Deals, specializes in working with retail and consumer product companies to develop and
convert strategic plans into targeted business capabilities enabled
through operating model transformations. For more information
concerning Total Retail, please contact Ted Salter at (416) 814-5856
or ted.salter@ca.pwc.com.
See Ted Salter present The Future of Retail: How Consumer Behaviour is Transforming Businesses on June 3 at STORE 2015.


http://www.pwc.com/ca/totalretail

Canadian Retailer - Summer 2015

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2015

Publisher's Desk
Retail Currents
Member Profile
Retail: At Issue
Growing Sales Through Online Marketplaces
The Future of Retail
Getting Online
The Mobile Shift
Rebooting for Better Business
Top Grocery Rookies Showcase Hunger for Innovation
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2015 - cover1
Canadian Retailer - Summer 2015 - cover2
Canadian Retailer - Summer 2015 - 3
Canadian Retailer - Summer 2015 - Publisher's Desk
Canadian Retailer - Summer 2015 - 5
Canadian Retailer - Summer 2015 - Retail Currents
Canadian Retailer - Summer 2015 - 7
Canadian Retailer - Summer 2015 - 8
Canadian Retailer - Summer 2015 - 9
Canadian Retailer - Summer 2015 - Member Profile
Canadian Retailer - Summer 2015 - 11
Canadian Retailer - Summer 2015 - Retail: At Issue
Canadian Retailer - Summer 2015 - 13
Canadian Retailer - Summer 2015 - Growing Sales Through Online Marketplaces
Canadian Retailer - Summer 2015 - 15
Canadian Retailer - Summer 2015 - The Future of Retail
Canadian Retailer - Summer 2015 - 17
Canadian Retailer - Summer 2015 - 18
Canadian Retailer - Summer 2015 - 19
Canadian Retailer - Summer 2015 - 20
Canadian Retailer - Summer 2015 - 21
Canadian Retailer - Summer 2015 - 22
Canadian Retailer - Summer 2015 - Getting Online
Canadian Retailer - Summer 2015 - 24
Canadian Retailer - Summer 2015 - 25
Canadian Retailer - Summer 2015 - 26
Canadian Retailer - Summer 2015 - 27
Canadian Retailer - Summer 2015 - The Mobile Shift
Canadian Retailer - Summer 2015 - 29
Canadian Retailer - Summer 2015 - 30
Canadian Retailer - Summer 2015 - 31
Canadian Retailer - Summer 2015 - 32
Canadian Retailer - Summer 2015 - 33
Canadian Retailer - Summer 2015 - Rebooting for Better Business
Canadian Retailer - Summer 2015 - 35
Canadian Retailer - Summer 2015 - 36
Canadian Retailer - Summer 2015 - 37
Canadian Retailer - Summer 2015 - Top Grocery Rookies Showcase Hunger for Innovation
Canadian Retailer - Summer 2015 - 39
Canadian Retailer - Summer 2015 - 40
Canadian Retailer - Summer 2015 - 41
Canadian Retailer - Summer 2015 - 42
Canadian Retailer - Summer 2015 - 43
Canadian Retailer - Summer 2015 - 44
Canadian Retailer - Summer 2015 - Advertiser's Index
Canadian Retailer - Summer 2015 - Retail Quick Tips
Canadian Retailer - Summer 2015 - cover3
Canadian Retailer - Summer 2015 - cover4
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