Canadian Retailer - Summer 2015 - 30

MobilE REtail

Visa's PayWave is one of several contactless payments technologies. The technology works like
magic-a customer waves their credit card at the
POS machine, and if the sale is under a hundred dollar threshold, the payment is approved automatically and the checkout line moves quickly.
One of the ways that mobile adoption might increase is through contactless payment devices.
They're everywhere in Canada, and all of Canada's
major credit card providers and banks issue credit
cards with near field communications (NFC) chips,
the technology that enables contactless payments.
"Canada, as a market, is more favourably positioned
than any other market in the world," says Cofler.
The moment when consumers wave a phone instead of a card isn't far off. Now that Apple has included NFC in the newest generation of iPhones-a concession the company hasn't made until now-retailers
might assume more customers will use their phones
as payment devices. The only catch is the consumer's
comfort level with paying by phone. Various studies
show that Canadians trust the security of credit cards
and cash more than they trust their phones. But with
Millennials shopping, investing trust and money
into their phones, and with Apple, the world's biggest smartphone provider now offering NFC, Cofler
says trends point Canada in the direction of mobile
commerce (read about enhanced code of conduct for
credit/debit card industry on page 12).
"Smartphones are an all-encompassing device;
it's your life companion," he says. "This is the beginning of a massive shift to mobile."
venturing farther

Michael LeBlanc, RCC's Senior Vice-President
Digital Retail, says that the combination of pervasiveness, the fact that mobile phones are one of the
most frequently used devices, and the fast-evolving
"wearable" sector means that mobile has reached a
tipping point that no retailer of any size can ignore.
And he offers two key elements for retailers to think
about with respect to the mobile evolution.
"The way retailers' online presence is seen by customers on mobile devices should now be given top
priority when considering design and technology
architecture, much like search engine optimization,"
he says. "And there are two basic choices or tactics to
think about. First, consider ensuring your site is easily viewable on any device. And consider creating
a dedicated "app" for consumers to download. This
presents a different experience than your website-
one tailored specifically to the mobile experience."
He also points to the integration of mobile into
marketing campaigns as key to mobile success.

30 |

canadian REtailER | Summer 2015

Man's bEst FRiEnd
*	Mobile	commerce	transactions	are	expected	to	
reach $3.2 trillion in 2017, up from $1.5 trillion in
2013.
*	Apple	leads	the	market	in	mobile	devices,	with	
android a close second.
*	More	than	70	per	cent	of	consumers	use	their	devices in stores to help understand their purchases.
the device is becoming a sales clerk. Going forward, canadians say they expect to use their phone
more often in stores.
*	The	number	one	reason	consumers	use	their	
phones is to compare prices between different retailers. consumers also research and take pictures
of products they are considering purchasing, and
check for competitive price match guarantees.
*	Millennials	are	far	more	comfortable	using	their	
smartphones to make in-store purchases than any
other demographic.
*	Canadians	trust	their	banks,	credit	card	providers	
and paypal more than any other system when it
comes to making mobile payments.
*	On	average,	businesses	with	a	robust	ecommerce	
component reach 19 different markets. offline businesses reach about 2.5.
*	By	2017,	the	global	marketplace	will	be	home	to	2.3	
billion smartphones and 660 million tablets.
*	In	2013,	more	than	5	million	customers	registered	to	
shop on ebay via their smartphone.
*	Customers	who	opt-in	to	push	notifications-a	setting that permits an app to bring a notification to
the user's attention-are more likely
to respond to push messages
than traditional broadcast
messages. the difference is
293 per cent.
*Research provided by app
promo, BrandSpark, tapped
mobile, eBay Canada, Urban
Airship, Juniper Research

"Mobile advertising and promotion
is very accessible with social media and
digital providers such as Google, Facebook, Twitter and Instagram. Embrace the
opportunity to test and pilot the mobile
advertising element of these different
media properties."
Marketing implications

There's no doubt that mobile is transforming the way
retailers communicate with their customers. And considering statistics from a recent mobile study (one of
the largest Canadian studies of its kind) conducted by
Tapped Mobile and BrandSpark, it's no wonder why.
The study titled 2015 Mobile Persona found that an
overwhelming majority of Canadians now own a mobile
device of some kind. Further, the study reveals that 82%



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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