Canadian Retailer - November/December 2012 - (Page 16)
2012 DIGITAL COMMERCE “GAME CHANGERS” & INNOVATORS
Innovation and creativity highlighted at inaugural Canadian e-commerce awards
BY TED STARKMAN
hroughout the past year, the focus of many Canadian retailers has been centred around an ongoing effort to catch themselves up to the options and product assortment that is offered to shoppers online and through multiple digital channels by retailers in other countries around the world. And, as the Canadian industry continues to focus on the online shopping basics and the associated logistics and fulfillment challenges, new and innovative services are being launched across the country from both the largest retailers and the smallest entrepreneurial players. In the most recent eMarketer release titled “Retailers in Canada Make Strides in the E-commerce Channel”, October 19, 2012, it continues to predict that Canadian B2C e-commerce sales are set to rise 14 per cent this year. According to René Desmarais, Senior Vice-President, Parcels, at Canada Post, “our research says roughly 40 per cent of Canadians made a purchase online in the last three months.” Canada Post estimates that $8 billion worth of physical goods are ordered online in Canada each year — a figure that is forecast to grow to more than $15 billion by 2016. It also forecasts that B2C e-commerce sales in Canada will almost double by 2016 to the tune of $34.78 billion (includes travel, digital downloads, event tickets and spending on foreign sites). For Canadians “online” has come to define the way most con-
sumers in Canada socialize, communicate, bank and research. For a country as connected as we are, eMarketer highlights that, “it has less to do with appetite than what’s being served.” The good news is that we are starting to serve more, and the variety of online shopping experiences, business models and options for the Canadian consumer are increasing.
a twist. Two designs are sold every 24 hours. Then they’re replaced with two entirely new designs. Once retired, designs are never sold again. This way, Shirt Punch can reduce overhead and create a buzz around its product. Celebrities such as Ricky Gervais and Kevin Smith have helped develop designs for the company, while Michael J. Fox and Wil Wheaton have also pro-
e-commerce sales in Canada will almost double by 2016 to the tune of $34.78 billion. For Canadians “online” has come to define the way most consumers in Canada socialize, communicate, bank and research.
HIGHLIGHTING, AND AWARDING, INNOVATION I recently had the distinct pleasure of attending the first annual Canada Post e-commerce Innovation Awards Dinner. The excitement around the event was fueled by Canada Post offering up a generous prize package in addition to the potential recognition of the award itself. The winners received a total of $1 million worth — that’s right $1 million — of free shipping and Direct Marketing mail, among other prizes. Highlighted below are some of the finalists and winners, and true Canadian e-commerce game-changers. ShirtPunch, led by company Founder Russ Montague, is only one year-old. It sells exclusive limited-edition pop culture apparel and accessories - with moted them. New licensing deals with CBS, Garfield, and Coke means we will soon see ShirtPunch products based on their brands. A made in Canada innovation, new online business model and out-of-the box entrepreneurial approach… a definite 2012 game-changer. A winner in two categories, Well. ca focussed on mobile innovation in 2012 with the launch of its Virtual Store, which was a key marketing turning point for the company. In April of this year, products went on virtual display outside a major subway station in downtown Toronto. Using mobile devices shoppers scanned codes, entered shipping information, and completed their purchases — a great example of mobile commerce innovation and off-line meets online marketing creativity.
16 | canadian retailer | holiday 2012 | www.retailcouncil.org/cdnretailer
Table of Contents for the Digital Edition of Canadian Retailer - November/December 2012
FIGHTING FOR RETAILERS; ENSURING THE STRENGTH OF THE INDUSTRY
DIGITAL COMMERCE “GAME CHANGERS” & INNOVATORS
LES MANN: BUILDING A LASTING GROCERY LEGACY
RETAIL WEST: KNOWING YOUR CUSTOMER AND GROWING YOUR BUSINESS
CREATING THE FUTURE TO PROTECT IT
RETAIL’S 2012 GAME CHANGERS
RETAIL BY THE NUMBERS
Canadian Retailer - November/December 2012