Canadian Retailer - Store 2013 - 103

RCC 5OTH ANNIVERSARY FUTURE OF RETAIL

RETAIL: INTO THE FUTURE

Where will the challenge
and opportunities lie for
retailers going forward?
BY SEAN C. TARRY
A LOT may have changed in the retail land-

scape over the course of the past 50 years,
but with the speed of innovation and technological development, just as much change, or
more, is likely to occur in the next few years.
Canadian Retailer spoke to industry professionals to get their take on retail in the future, what trends will affect the industry and
what retailers can do to leverage opportunities and mitigate challenges.
Showrooming

Although showrooming
is a trend that most within
the industry are well aware
of by now, its effects will
continue to be felt by retailers for years to come. But,
what’s a retailer to do when it happens to them.
“Most people jump to a need to match
the price,” says Steve Matyas, president of
Staples Canada. “Though, it’s not quite as
simple as that. And, if a customer’s purchase
isn’t in stock, the traditional ‘take it home
with you advantage’ disappears instantly.
You have to compete with the pure online
retailers who offer a variety of shipping options. The issues is not only ensuring that
your price is competitive, it’s all about the
brand experience. If it’s not consistent across
all channels it leads to dissatisfaction, confusion and a loss of business. Retailers need to
wrap their heads around the fact that omnichannel retailing isn’t about them, it’s about
the customers and their experiences in your
store and online with your brand.”
In addition to a satisfying and consistent
brand experience, however, retailers will also
need to ensure staff are prepared to deal with
the challenges of price comparing customers.

“Customers are more sophisticated today,” says Jackie
Ross, principal and lead recruiter for JRoss Retail Recruiters.
“They would expect to see on the shop floor someone who
has high levels of product knowledge. Associates have to
understand how the position of their products and services
compares with others.”
Differentiation

Another way to combat showrooming,
and a great way to appeal to a broader audience and engender loyalty, is to differentiate from the competition by providing a
compelling and unique offering or service.
“What happens with showrooming is
that it forces consumers to make an apples to apples comparison,” explains Mitch Joel, president of Twist Image.
“You want to have an apples to oranges comparison, so that
if your customer is in the physical store there’s some sort
of value add—it could be product-based or service-based or
experience-based. People still love going out and seeing one
another and cavorting amongst peers. Retail stores need to
provide a higher sense of utility, function, form, uniqueness
and additive services. You’re going to see more experiential
things going on. Smarter retailers are providing experience
that goes beyond the transaction.”
e-commerce tipping point

The fact that Canadian retailers are lagging behind their U.S. and international
counterparts with respect to e-commerce
sales in no longer a talking point. It’s generally acknowledged and understood by
players within the Canadian retail landscape. However, that only means that something is about to
give. And, it has to.
“We’re reaching a tipping now where you can’t go much
longer without having a strong e-commerce presence in this
country,” says Jennifer Lee, Deloitte Canada. “The customer
today is far too savvy—they’ll pass you by completely if you
can’t offer a way to order your product online. Omnichannel

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Canadian Retailer - Store 2013

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

PUBLISHER’S DESK
RETAIL CURRENTS
RETAIL: AT ISSUE
STORE 2013—EVOLUTION OF RETAIL
AWARDS OF DISTINCTION
EXCELLENCE IN RETAIL AWARDS
CONFERENCE INSIGHTS
RETAIL AS A CAREER SCHOLARSHIPS
LIBRIS AWARDS
GRAND PRIX AWARDS
TABLETS CHANGING THE RETAIL EXPERIENCE
MYSTORE AS UNIQUE AS MY STORE
RETAIL COUNCIL OF CANADA—CELEBRATING 50 YEARS OF RETAIL INSPIRATION, INNOVATION AND GROWTH
50 YEARS STRONG: MOMENTOUS MOMENTS IN RECENT CANADIAN RETAILING HISTORY
STANDING UP FOR RETAILERS’ RIGHTS
CANADIAN E-COMMERCE INNOVATORS: THINKING OUTSIDE THE STORE
THE FUTURE OF RETAIL
ADVERTISERS’ INDEX
RETAIL QUICK TIPS
Canadian Retailer - Store 2013 - cover1
Canadian Retailer - Store 2013 - cover2
Canadian Retailer - Store 2013 - 3
Canadian Retailer - Store 2013 - 4
Canadian Retailer - Store 2013 - 5
Canadian Retailer - Store 2013 - PUBLISHER’S DESK
Canadian Retailer - Store 2013 - 7
Canadian Retailer - Store 2013 - RETAIL CURRENTS
Canadian Retailer - Store 2013 - 9
Canadian Retailer - Store 2013 - 10
Canadian Retailer - Store 2013 - 11
Canadian Retailer - Store 2013 - RETAIL: AT ISSUE
Canadian Retailer - Store 2013 - 13
Canadian Retailer - Store 2013 - 14
Canadian Retailer - Store 2013 - STORE 2013—EVOLUTION OF RETAIL
Canadian Retailer - Store 2013 - AWARDS OF DISTINCTION
Canadian Retailer - Store 2013 - 17
Canadian Retailer - Store 2013 - 18
Canadian Retailer - Store 2013 - 19
Canadian Retailer - Store 2013 - 20
Canadian Retailer - Store 2013 - 21
Canadian Retailer - Store 2013 - 22
Canadian Retailer - Store 2013 - 23
Canadian Retailer - Store 2013 - 24
Canadian Retailer - Store 2013 - 25
Canadian Retailer - Store 2013 - 26
Canadian Retailer - Store 2013 - 27
Canadian Retailer - Store 2013 - 28
Canadian Retailer - Store 2013 - 29
Canadian Retailer - Store 2013 - 30
Canadian Retailer - Store 2013 - 31
Canadian Retailer - Store 2013 - 32
Canadian Retailer - Store 2013 - EXCELLENCE IN RETAIL AWARDS
Canadian Retailer - Store 2013 - 34
Canadian Retailer - Store 2013 - 35
Canadian Retailer - Store 2013 - 36
Canadian Retailer - Store 2013 - 37
Canadian Retailer - Store 2013 - 38
Canadian Retailer - Store 2013 - 39
Canadian Retailer - Store 2013 - 40
Canadian Retailer - Store 2013 - 41
Canadian Retailer - Store 2013 - 42
Canadian Retailer - Store 2013 - 43
Canadian Retailer - Store 2013 - 44
Canadian Retailer - Store 2013 - 45
Canadian Retailer - Store 2013 - CONFERENCE INSIGHTS
Canadian Retailer - Store 2013 - 47
Canadian Retailer - Store 2013 - 48
Canadian Retailer - Store 2013 - 49
Canadian Retailer - Store 2013 - RETAIL AS A CAREER SCHOLARSHIPS
Canadian Retailer - Store 2013 - 51
Canadian Retailer - Store 2013 - 52
Canadian Retailer - Store 2013 - LIBRIS AWARDS
Canadian Retailer - Store 2013 - 54
Canadian Retailer - Store 2013 - 55
Canadian Retailer - Store 2013 - 56
Canadian Retailer - Store 2013 - 57
Canadian Retailer - Store 2013 - GRAND PRIX AWARDS
Canadian Retailer - Store 2013 - 59
Canadian Retailer - Store 2013 - 60
Canadian Retailer - Store 2013 - 61
Canadian Retailer - Store 2013 - 62
Canadian Retailer - Store 2013 - 63
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Canadian Retailer - Store 2013 - 71
Canadian Retailer - Store 2013 - 72
Canadian Retailer - Store 2013 - 73
Canadian Retailer - Store 2013 - 74
Canadian Retailer - Store 2013 - 75
Canadian Retailer - Store 2013 - 76
Canadian Retailer - Store 2013 - TABLETS CHANGING THE RETAIL EXPERIENCE
Canadian Retailer - Store 2013 - 78
Canadian Retailer - Store 2013 - 79
Canadian Retailer - Store 2013 - 80
Canadian Retailer - Store 2013 - MYSTORE AS UNIQUE AS MY STORE
Canadian Retailer - Store 2013 - 82
Canadian Retailer - Store 2013 - 83
Canadian Retailer - Store 2013 - 84
Canadian Retailer - Store 2013 - RETAIL COUNCIL OF CANADA—CELEBRATING 50 YEARS OF RETAIL INSPIRATION, INNOVATION AND GROWTH
Canadian Retailer - Store 2013 - 50 YEARS STRONG: MOMENTOUS MOMENTS IN RECENT CANADIAN RETAILING HISTORY
Canadian Retailer - Store 2013 - 87
Canadian Retailer - Store 2013 - 88
Canadian Retailer - Store 2013 - 89
Canadian Retailer - Store 2013 - 90
Canadian Retailer - Store 2013 - 91
Canadian Retailer - Store 2013 - 92
Canadian Retailer - Store 2013 - 93
Canadian Retailer - Store 2013 - STANDING UP FOR RETAILERS’ RIGHTS
Canadian Retailer - Store 2013 - 95
Canadian Retailer - Store 2013 - 96
Canadian Retailer - Store 2013 - 97
Canadian Retailer - Store 2013 - CANADIAN E-COMMERCE INNOVATORS: THINKING OUTSIDE THE STORE
Canadian Retailer - Store 2013 - 99
Canadian Retailer - Store 2013 - 100
Canadian Retailer - Store 2013 - 101
Canadian Retailer - Store 2013 - 102
Canadian Retailer - Store 2013 - THE FUTURE OF RETAIL
Canadian Retailer - Store 2013 - 104
Canadian Retailer - Store 2013 - 105
Canadian Retailer - Store 2013 - 106
Canadian Retailer - Store 2013 - 107
Canadian Retailer - Store 2013 - 108
Canadian Retailer - Store 2013 - ADVERTISERS’ INDEX
Canadian Retailer - Store 2013 - RETAIL QUICK TIPS
Canadian Retailer - Store 2013 - cover3
Canadian Retailer - Store 2013 - cover4
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Canadian Retailer - Store 2013 - 114
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