Canadian Retailer - Summer 2012 - (Page 22)

THE LEADERS' PERSPECTIVES RCC:SEGMENTED CONSUMER TODAY’S TRENDS IN ONLINE SHOPPING A new database reveals how different kinds of consumers have embraced e-shopping — a Canadian Retailer exclusive. BY MICHELE SEXSMITH F or more than a decade, online shopping has been reshaping the retail landscape, changing the way consumers research, shop, purchase, review and recommend products. But throughout this transformation, e-shoppers have been a moving target. The teens who first surfed to retail sites have been joined by their previously e-tail-shy parents. And a new breed of mobile consumer now uses a smartphone to snap photos of products in bricks-andmortar stores, loads them into price comparison apps like Shopbot, and then buys from an online auction site like eBay. What’s a retailer to do? Now a new survey-based database offers a detailed look at online shopping trends to help retailers understand digital and offline retail behaviour. Created by Environics Analytics and AskingCanadians—marketing analytics and research companies, respectively—the eShopper PRIZMC2Link reveals how different segments of Canadian society have embraced e-shopping at their computers and on-the-go. Designed to help users determine the online shopping behaviour for any neighbourhood in Canada, the commercial database is valuable for retailers—no matter their size or footprint—that want to connect with receptive consumers. The eShopper PRIZMC2Link database, originated as a 355-question online survey of 20,540 Canadians, was fielded by AskingCanadians between October 2011 and January ESHOPPER PRIZMC2LINK LEVELS OF 'URBANITY' URBAN High-density population centres in cities SUBURBAN Moderately dense neighbourhoods surrounding the urban core EXURBAN Low-density developments and small towns beyond the outer ring of suburbia TOWN Town Moderately dense population centres of larger towns RURAL Small towns, villages and rural areas 2012. But, it gained marketing power after Environics Analytics classified the respondents by PRIZMC2, a segmentation system that categorizes Canadians into 66 lifestyle types based on demographics and social values. Each segment features a distinctive nickname, like Cosmopolitan Elite (home to affluent urban families), Rooms with a View (young, ethnic singles living in urban high-rises) or Heartlanders (mature, workingclass couples). The database allows retailers to measure how different consumer types have embraced online shopping, beginning with the decision-making process—including information gathering, purchase influence and retail channel—all the way to whether they rate their purchases on their Facebook page. “It’s often tempting for a marketer to make assumptions about their online shoppers based on common stereotypes,” says Frauke Wenzel, a Senior Business Intelligence Analyst at Mountain Equipment Co-op, in Vancouver. “However, the landscape is quickly changing. Using a tool that allows you to really zero in on the profile of your customers, their shopping habits and social values is key not only to better serving them, but finding more customers like them.” The new database can help retailers select the best channels to attract and retain customers both online and at bricks-and-mortar outlets. It also shatters some myths and documents trends that herald profound change— and large challenges—for Canadian retailers. Here’s a look at some of the trends that the new data have uncovered: 22 | canadian retailer | summer 2012 | www.retailcouncil.org/cdnretailer http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2012

Today's Trends in Online Shopping
The Canadian eCommerce Tipping Poing
Cooking Up Change
Mobile Payments: The Top-10 Things to Know About Mobile Payments
CDN/US Price Disparity: Pricing Without Borders
Loss Prevention: Hack Attacks
Privacy Matters: Helping Retailers Navigate The Privacy Landscape
Publisher's Desk
Shop Talk
Director's Message
Retailer's Guide

Canadian Retailer - Summer 2012

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