Canadian Retailer - Fall 2016 - 8

RETAIL RESEARCH

CANADIAN E-COMMERCE BENCHMARK REPORT

HELPING MERCHANTS
NAVIGATE THE OMNICHANNEL WORLD

Retail Council of Canada (RCC) has once again partnered with Forrester to conduct its second annual survey of retailers in Canada regarding their e-commerce
business and key initiatives, providing merchants with benchmarks to gauge
their success and set future goals.
BY MICHAEL LEBLANC, Senior Vice-President, Membership, Programs & Revenue
Interactive marketing investments:

53%
Facebook

Most effective sources to acquire customers:

57%
55%

Email to
house list

Remarketing of
shoppers in
online ads

WITH representation from small, mid and large retailers from

across the nation, this RCC members-only report provides important metrics and benchmarks for operators, including order
conversion rates, average order values, customer service/fulfillment costs per order and many other operating costs.
There are also metrics that help merchants understand where
their fellow retailers are investing marketing dollars to help drive
their online business, and information about the various tactics
supporting their growth. For example, when asked which interactive marketing tactics retailers are investing in in 2016, email to
their house list led with 57% spending more on the initiative than
they did in 2015. This was followed by remarketing of shoppers in
online ads at 55%. The use of Facebook came in at 53%.
That being said, when asked to rank their top three most effective sources used to acquire customers, 59% said paid search
engine marketing. Organic traffic efforts came in at 50%, and remarketing with online ads at 20%.
Jumping out from the study is the fact that, not surprisingly,

8|

CANADIAN RETAILER | FALL 2016

50%
Organic traffic
efforts

59%

20%

Remarketing with
online ads

Paid search engine
marketing

mobile is a growing area of focus, with 36% of
retailers in Canada having a mobile-optimized
site, and reporting that 20% of their overall online sales come from tablet devices.
This survey also reveals that online merchants in Canada are becoming more sophisticated in terms of key operational performance
metrics, which you can see reflected in some of
the key performance metrics in our report. For
example, one-quarter of web retailers in Canada have managed to decrease their return rate
in the past year. At the same time, merchants
have actually managed to increase core shopper loyalty: 42% of retailers saw the percentage
of sales from repeat shoppers rise.
RCC members can access this important report online at RetailCouncil.org in the research
section of our website.



http://www.RetailCouncil.org

Table of Contents for the Digital Edition of Canadian Retailer - Fall 2016

Publisher’s Desk
Retail Currents
Retail Research
Independents’ Corner
Retail: At Issue
The Future of Retail
Technology for the Good
E-Commerce Next Practices
The State of Mobile Payments
Aldo Launches ‘Store of the Future’ at Westfield World Trade Center
The Hottest Summer in Half a Century
Once More Unto the Breach
Advertiser’s Index
Canadian Retailer - Fall 2016 - bellyband1
Canadian Retailer - Fall 2016 - bellyband2
Canadian Retailer - Fall 2016 - cover1
Canadian Retailer - Fall 2016 - cover2
Canadian Retailer - Fall 2016 - insert1
Canadian Retailer - Fall 2016 - insert2
Canadian Retailer - Fall 2016 - 3
Canadian Retailer - Fall 2016 - Publisher’s Desk
Canadian Retailer - Fall 2016 - 5
Canadian Retailer - Fall 2016 - Retail Currents
Canadian Retailer - Fall 2016 - 7
Canadian Retailer - Fall 2016 - insert3
Canadian Retailer - Fall 2016 - insert4
Canadian Retailer - Fall 2016 - Retail Research
Canadian Retailer - Fall 2016 - Independents’ Corner
Canadian Retailer - Fall 2016 - Retail: At Issue
Canadian Retailer - Fall 2016 - 11
Canadian Retailer - Fall 2016 - insert5
Canadian Retailer - Fall 2016 - insert6
Canadian Retailer - Fall 2016 - The Future of Retail
Canadian Retailer - Fall 2016 - 13
Canadian Retailer - Fall 2016 - 14
Canadian Retailer - Fall 2016 - 15
Canadian Retailer - Fall 2016 - 16
Canadian Retailer - Fall 2016 - 17
Canadian Retailer - Fall 2016 - 18
Canadian Retailer - Fall 2016 - 19
Canadian Retailer - Fall 2016 - Technology for the Good
Canadian Retailer - Fall 2016 - 21
Canadian Retailer - Fall 2016 - 22
Canadian Retailer - Fall 2016 - 23
Canadian Retailer - Fall 2016 - E-Commerce Next Practices
Canadian Retailer - Fall 2016 - 25
Canadian Retailer - Fall 2016 - 26
Canadian Retailer - Fall 2016 - 27
Canadian Retailer - Fall 2016 - The State of Mobile Payments
Canadian Retailer - Fall 2016 - 29
Canadian Retailer - Fall 2016 - 30
Canadian Retailer - Fall 2016 - 31
Canadian Retailer - Fall 2016 - Aldo Launches ‘Store of the Future’ at Westfield World Trade Center
Canadian Retailer - Fall 2016 - 33
Canadian Retailer - Fall 2016 - The Hottest Summer in Half a Century
Canadian Retailer - Fall 2016 - 35
Canadian Retailer - Fall 2016 - 36
Canadian Retailer - Fall 2016 - 37
Canadian Retailer - Fall 2016 - Once More Unto the Breach
Canadian Retailer - Fall 2016 - 39
Canadian Retailer - Fall 2016 - 40
Canadian Retailer - Fall 2016 - 41
Canadian Retailer - Fall 2016 - Advertiser’s Index
Canadian Retailer - Fall 2016 - cover3
Canadian Retailer - Fall 2016 - cover4
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