Electronic Retailer - December 2011 - 36

CANADA’S ECONOMY WEATHERS THE STORM

and now the uncertainty in European markets. The conservative approach is not necessarily negative if it is a precursor to a more healthy fiscal outlook for Canada, as consumers kick-start this bout of fiscal wellness at home. It does, however, mean that consumer sales are not likely to bolt into 2012 and are more likely to build slowly as the year progresses. As marketers, we need to also practice a conservative approach to business and ensure that we are diversified in our channels of sale, thereby increasing the profitability of the business as a whole. Are there any product categories that have done particularly well in the Canadian market over the past few years? Booth: Fitness and housewares continue to be the dominant product categories throughout Canada, along with items in the realm of health and beauty, including slimming garments, bras and

According to the Nielsen Company, 57 percent of Canadians say that their personal finances will be good or excellent when 2011 comes to a close, compared to just 44 percent of Americans.
hair removal products. Also, toys have done very well in the short-form directto-retail environment, despite that it is typically a seasonal category. Barbucci: The French market in Canada also adheres strongly to categories such as beauty, kitchen and fitness. I call our consumers, who are mainly women, “tri-polar.” They have a passion for good food – blame it on our European roots – but they also want to look good, look young and stay fit. Other products that fall into what I call “personal shopping” categories, for example, jewelry and clothing, do not work as well in DR in the French Canadian market. When our consumers shop, they like to touch and feel a product – it’s an experience. This is where new technologies can play a crucial role. We are now able to recreate real shopping experiences online: How would I look with this hair color, that sweater or that watch? DRTV – on a variety of screens – will in my opinion continue to be the lever to attract customers. What advice would you give to direct response companies entering the Canadian market at this time? Barbucci: Be informed. There are rules that you need to know before entering this market. The Canadian Council is working on a How to do Business in Canada Kit that will be available through ERA that will introduce other issues as well, including health regulations, language laws and online privacy rules. Understanding these important marketing considerations could make or break your campaign in Canada. Booth: The regulatory environment in Canada can be a minefield. New consumer protection legislation was just passed into law, and there are new privacy laws and updated anti-spam legislation. There are regulatory bodies that review and clear commercial creative to go to air on Canadian television stations. There are regulations specific to Canada pertaining to French/English language and packaging requirements. All of the regulatory hurdles that are unique to marketing a product in Canada can be cleared, but it is important to identify the hurdles and do the necessary diligence to get your product or service ready to sell in Canada before taking it to market.

523463_Jordan.indd 1

36

electronicRETAILER | December 2011

3/23/11 6:14:26 PM



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
https://www.nxtbookmedia.com