Electronic Retailer - December 2011 - 35

when short-form DR advertising – 30-second to 120-second spots – began to not only supplement the half-hour buys, but now to overtake long-form in many instances. Barbucci: The economy also has had a dramatic impact on the direct response industry from the product standpoint. Because of the size and influence of the U.S. market, Canada has suffered as a result of fewer products being created and developed. The products that are being developed are lower priced items, as manufacturers and marketers try to address consumers’ budget and spending concerns. This is slowly starting to change. Still, while Canadians were not actually hit as hard, caution and riskaversion became modus operandi for a lot of businesses, as well as consumers. The other result that has come of the current economic situation is a reduced life cycle for products. Everyone wants to cash in, and they want to cash in now. Products go to retail much faster than they did 10 years ago. Large retailers now have “As Seen on TV” sections in their stores. The window of opportunity for the DR industry as a whole

in Canada is much tighter. I’ve even seen a few products go to retail before they are even sold on TV. I’m not sure if or how long this model will survive. What is the state of mind of the Canadian consumer at this time? Barbucci: There are two important things to remember about the Canadian consumer. First, they are open to online shopping, which is one of the biggest area for growth in our industry. New technologies are changing media consumption habits and, therefore, the way we do business. Canadians are extremely tech-savvy – 41 percent of Canadians own smartphones, and while only 7 percent currently own a tablet, 31 percent of respondents plan to purchase one in the next six months, according to TNS’s Mobile Life 2011 survey. We need to embrace the second and third screens of online and mobile the way the audience has. Our consumers shop online more than ever, but they use a variety of screens to do so. We need to be where they are and let them interact with our brands, whether it’s on their laptops, tablets or smartphones. Second, Canadian consumers are not just looking for products; they are looking for quality content and added value. The differentiating factor that will dictate success for direct marketers in this market will be in the value they can deliver to consumers. Content such as educational content, tips, exercise routines and recipes in static or video format will be key to attracting and converting prospective buyers. Booth: While the statistics indicate Canada’s economy is on the right track, there is a cloud of conservatism blanketing our nation due to the spill-over of negative press from the United States 35

December 2011 | electronicRETAILER



Electronic Retailer - December 2011

Table of Contents for the Digital Edition of Electronic Retailer - December 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Pillow Pet Talk
What’s New in SEM?
Canada’s Economy Weathers the Storm
How to Cook Up a Successful Offer
DRTV
Legal
Radio
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - December 2011 - cover1
Electronic Retailer - December 2011 - cover2
Electronic Retailer - December 2011 - 3
Electronic Retailer - December 2011 - 4
Electronic Retailer - December 2011 - 5
Electronic Retailer - December 2011 - 6
Electronic Retailer - December 2011 - Calendar of Events
Electronic Retailer - December 2011 - Your Association, Your Bottom Line
Electronic Retailer - December 2011 - Industry Reports
Electronic Retailer - December 2011 - 10
Electronic Retailer - December 2011 - 11
Electronic Retailer - December 2011 - 12
Electronic Retailer - December 2011 - 13
Electronic Retailer - December 2011 - FTC Forum
Electronic Retailer - December 2011 - 15
Electronic Retailer - December 2011 - eMarketer Research
Electronic Retailer - December 2011 - 17
Electronic Retailer - December 2011 - IMS Retail Rankings
Electronic Retailer - December 2011 - 19
Electronic Retailer - December 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - December 2011 - 21
Electronic Retailer - December 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - December 2011 - 23
Electronic Retailer - December 2011 - Ask the Expert
Electronic Retailer - December 2011 - 25
Electronic Retailer - December 2011 - Pillow Pet Talk
Electronic Retailer - December 2011 - 27
Electronic Retailer - December 2011 - 28
Electronic Retailer - December 2011 - 29
Electronic Retailer - December 2011 - What’s New in SEM?
Electronic Retailer - December 2011 - 31
Electronic Retailer - December 2011 - 32
Electronic Retailer - December 2011 - 33
Electronic Retailer - December 2011 - Canada’s Economy Weathers the Storm
Electronic Retailer - December 2011 - 35
Electronic Retailer - December 2011 - 36
Electronic Retailer - December 2011 - 37
Electronic Retailer - December 2011 - How to Cook Up a Successful Offer
Electronic Retailer - December 2011 - DRTV
Electronic Retailer - December 2011 - Legal
Electronic Retailer - December 2011 - Radio
Electronic Retailer - December 2011 - 42
Electronic Retailer - December 2011 - 43
Electronic Retailer - December 2011 - Member Spotlight
Electronic Retailer - December 2011 - 45
Electronic Retailer - December 2011 - Advertiser Spotlight
Electronic Retailer - December 2011 - Advertiser Index
Electronic Retailer - December 2011 - Classifieds
Electronic Retailer - December 2011 - 49
Electronic Retailer - December 2011 - Rick Petry
Electronic Retailer - December 2011 - cover3
Electronic Retailer - December 2011 - cover4
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