Canadian Retailer - Holiday 2014 - 17

social engagement

It goes without saying that, regardless of the
customer segment, most Canadian consumers
are online and mobile, and they love engaging
on social media. Today, whether consumers are
buying a car, a service, or a meal, throughout the
world they are more likely to consider user re-

views-through social media, online
forums, comparison websites, and
other Internet research-as part of
their decision. As a result, retailers
are presented with an amazing opportunity to connect with consumers and communicate with them
twenty-four hours a day.
"In Canada, some of the stats
concerning mobile use are staggering and speak for themselves,"
says Kruh. "It's estimated that
fifty-six per cent of Canadians
own smartphones-this percentage will only increase significantly
over time. Eighty-seven per cent
of those smartphone users participate in some form of simultaneous activity on their device.
In addition, eighty-six per cent of Canadians' daily media
interaction is mobile-screen based. And they're using their
devices primarily to interact with friends and colleagues via
social media. It presents immense opportunities for retailers, as both a sales tool and channel of communication and
engagement. The possibilities today are really limitless."
Kruh's sentiment is shared by TSC's Goldsmith, who be-

ith no real way to prevent consumers from
pulling out their smart devices to compare
prices while in your store, the real question
is-how do retailers ensure that the consumer does not
leave the store before making a purchase?
"it's estimated that more than forty per cent of Canadian consumers webroom before making a purchase,"
says Kruh. "and more than fifteen per cent of Canadian
smartphone users showroom on a regular basis. With
these stats in mind, how do retailers turn these consumer behaviours from frustrations into opportunities?"
Lennie: "We recognize that we're going to have
to meet all of our competitors despite what
channel the customer shops. our focus is
on helping our customers find and buy, and
taking the friction out of the transaction.
We want to enable people to use their devices and to ensure that our associates are
able to communicate with them armed
with the same information. We train
our associates to engage the customer and we give them the ability
to trade the customer up to the
next available item if one of our
products is out of stock. this
way, the customer not only
walks away with everything

they need, but they've just had a positive experience
with us as well."
Waechter: "We know that fifty per cent of furniture
purchases are influenced online. it's growing to seventy
per cent pretty quickly. in the u.s. we've introduced
technology to bring online purchasing right into the
store. Forty per cent of our Canadian stores have pCs
that customers can access, go online and become more
inspired. ensuring that associates are involved in showrooming and webrooming is an integral part of growing
our overall business."
DeFranco: "We've deployed ipads to fourteen-hundred stores across north america for associates to
use in the store. the results have been incredible.
our associates are able to engage with customers concerning the right food choices to make for
their pet and can help them better understand
their own needs now because they're armed with
that information. the technology also makes
for a fun and exciting experience in the
store for the customer. We take halloween and holiday photos for our pet
parents that provide both a fun in-store
experience to help deepen our engagement with customers and also provides
for data-capture that will help us
elevate our level of service."

what to do about show/webrooming

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Canadian Retailer - Holiday 2014

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