Canadian Retailer - The Technology & e-Commerce Issue - 39

GIVE CONSUMERS CONTENT
THEY CRAVE

$26.6 Billion

The amount spent online by
Canadians in 2016. This number is
projected to grow to more than $40
billion by 2018.

7.8x

The amount of site traffic enjoyed by
leaders in the world of content marketing as compared to their competitors.
Source: Neil Patel

80%
Creating engaging experiences through vibrant content.

lead to a 10 per cent increase in conversion rate-with those numbers
increasing as the volume of reviews
goes up. However, all of that comes
with a caveat: the same Brightlocal
study pointed out that a whopping 73
per cent of consumers will disregard
reviews more than 3 months old.
"If you brag about yourself, people
really disengage," adds Frisbie. "But
if you have an abundance mentality,
and you bring others to the cause,
now there's a conversation to be had.
There's also an element of social
proof that comes in. It's one thing
to think you're great, but now somebody else thinks you're great, too."
Communication breakdown

Retailers looking to make their
mark online face a myriad of challenges-everything from budget
constraints to inexperienced personnel, to a lack of coherent strategy.
Even geography can play a part; the
country's roughly 36 million people
are spread across millions of square
kilometres, which can make tailoring content particularly difficult.
"When merchants want to start
branching out-creating a blog strategy, or a social media strategy, those
are things that can be very challenging for people," Rupert notes. "Blogging is great, but it takes a lot of time
to do all that link-building. Time is
a factor, and so is money to invest.
www.retailcouncil.org/cdnretailer

The estimated percentage of all web
traffic that will be generated by video
in 2019.
Source: Cisco

53x

When you create good content, you
The increased chance of landing a
want to get it out there."
And, she points out, content, and so- Page One Google search result when
video is added. Embedding videos on
cial media strategy go hand-in-hand; a landing page can increase converwithout a budget for boosting or pro- sion by up to 80 per cent.
moting links, all of that hard work can Source: Forrester
quickly get lost in the shuffle.
"With so many people publishing
content every day, what you do and The percentage of likelihood that
visitors will buy from a site if there
who you do it with really matters," are customer reviews present.
says Frisbie. "Publishing content just Source: Econsultancy
for the sake of it is really dangerous.
It needs to be built properly."
However, as all three experts ex- Percentage of consumers who give
plain, where there is challenge, there as much weight to an online review
are also opportunities, and that the as a personal recommendation.
However, 73% will disregard reviews
time to invest in the future is now. As more than 3 months old.
the retail world becomes increasingly Source: Brightlocal
omnichannel, as mobile evolves, as
content marketing expands, and as the tools to explore customer
behaviour grow ever more powerful, today's savvy retailers need
to take the plunge, so that they can survive-and thrive-in a
digital world where content is likely to be king for years to come.
"It's going to become even bigger and even more personalized," Rupert says, of the future. "It's going to be about creating
new types of content, using augmented reality-like Snapchat,
and Instagram with their filters and story features-and messenger content-getting to the consumer through messenger
ads and content. Content where you're fully immersed."
"The online world is moving toward that personalization aspect," Benoit agrees. "Knowing your customers, and having real
insight into who they are, and being able to provide them with
products that align with their lifestyle, or events they may be attending, will be critically important. Being able to integrate that
understanding of the shoppers on your platform, and turning
your store into more of a service for them than just a place that
sells a product, will really start to differentiate the leaders."

105%
84%

THE TECHNOLOGY & E-COMMERCE ISSUE

| CANADIAN RETAILER | 3 9


http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - The Technology & e-Commerce Issue

Editor’s Note
Retail Currents
Under the Banner
At Issue
Preparing for Tomorrow Today
Retail 2018: What the Future Has in Store
Living in the Future
Getting Results
Selling Across Borders
Don’t “wannacry” Anymore About Cybercrime?
How Can Technology Solve the Biggest Retail Challenges?
Channel Loyalty
Content Is King
Delivering Your Brand to the World
Small Business. Big Impact.
Leading Retailers in Canada
Advertisers’ Index
Canadian Retailer - The Technology & e-Commerce Issue - Intro
Canadian Retailer - The Technology & e-Commerce Issue - bellyband1
Canadian Retailer - The Technology & e-Commerce Issue - bellyband2
Canadian Retailer - The Technology & e-Commerce Issue - cover1
Canadian Retailer - The Technology & e-Commerce Issue - cover2
Canadian Retailer - The Technology & e-Commerce Issue - 3
Canadian Retailer - The Technology & e-Commerce Issue - Editor’s Note
Canadian Retailer - The Technology & e-Commerce Issue - 5
Canadian Retailer - The Technology & e-Commerce Issue - Retail Currents
Canadian Retailer - The Technology & e-Commerce Issue - 7
Canadian Retailer - The Technology & e-Commerce Issue - Under the Banner
Canadian Retailer - The Technology & e-Commerce Issue - At Issue
Canadian Retailer - The Technology & e-Commerce Issue - Preparing for Tomorrow Today
Canadian Retailer - The Technology & e-Commerce Issue - 11
Canadian Retailer - The Technology & e-Commerce Issue - Retail 2018: What the Future Has in Store
Canadian Retailer - The Technology & e-Commerce Issue - 13
Canadian Retailer - The Technology & e-Commerce Issue - 14
Canadian Retailer - The Technology & e-Commerce Issue - 15
Canadian Retailer - The Technology & e-Commerce Issue - 16
Canadian Retailer - The Technology & e-Commerce Issue - 17
Canadian Retailer - The Technology & e-Commerce Issue - Living in the Future
Canadian Retailer - The Technology & e-Commerce Issue - 19
Canadian Retailer - The Technology & e-Commerce Issue - Getting Results
Canadian Retailer - The Technology & e-Commerce Issue - 21
Canadian Retailer - The Technology & e-Commerce Issue - Selling Across Borders
Canadian Retailer - The Technology & e-Commerce Issue - 23
Canadian Retailer - The Technology & e-Commerce Issue - Don’t “wannacry” Anymore About Cybercrime?
Canadian Retailer - The Technology & e-Commerce Issue - 25
Canadian Retailer - The Technology & e-Commerce Issue - How Can Technology Solve the Biggest Retail Challenges?
Canadian Retailer - The Technology & e-Commerce Issue - 27
Canadian Retailer - The Technology & e-Commerce Issue - 28
Canadian Retailer - The Technology & e-Commerce Issue - 29
Canadian Retailer - The Technology & e-Commerce Issue - Channel Loyalty
Canadian Retailer - The Technology & e-Commerce Issue - 31
Canadian Retailer - The Technology & e-Commerce Issue - 32
Canadian Retailer - The Technology & e-Commerce Issue - 33
Canadian Retailer - The Technology & e-Commerce Issue - 34
Canadian Retailer - The Technology & e-Commerce Issue - 35
Canadian Retailer - The Technology & e-Commerce Issue - Content Is King
Canadian Retailer - The Technology & e-Commerce Issue - 37
Canadian Retailer - The Technology & e-Commerce Issue - 38
Canadian Retailer - The Technology & e-Commerce Issue - 39
Canadian Retailer - The Technology & e-Commerce Issue - Delivering Your Brand to the World
Canadian Retailer - The Technology & e-Commerce Issue - 41
Canadian Retailer - The Technology & e-Commerce Issue - Small Business. Big Impact.
Canadian Retailer - The Technology & e-Commerce Issue - 43
Canadian Retailer - The Technology & e-Commerce Issue - Leading Retailers in Canada
Canadian Retailer - The Technology & e-Commerce Issue - 45
Canadian Retailer - The Technology & e-Commerce Issue - Advertisers’ Index
Canadian Retailer - The Technology & e-Commerce Issue - cover3
Canadian Retailer - The Technology & e-Commerce Issue - cover4
Canadian Retailer - The Technology & e-Commerce Issue - 52
Canadian Retailer - The Technology & e-Commerce Issue - 53
Canadian Retailer - The Technology & e-Commerce Issue - 54
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