Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 22

MOBILE GROCERY

Other reports show that while globally 70 per cent of consumers prefer to
shop for their food in brick-and-mortar stores, that number is over 80 per cent in
Canada. "There is no doubt that Canadians have been less quick to rush online
than Americans, and it's been even slower in the grocery arena," agrees Michael
Von Massow, OAC Chair in Food System Leadership at University of Guelph.
"We have an emotional attachment to eating and as a result we enjoy shopping
for food-we want to squeeze tomatoes and pick up apples to inspect them."
"Additionally," continues Von Massow, "executing online sales is difficult-it's
easier to buy a book or t-shirt online than it is food. Grocery retailing is a relatively low-margin business, and there are costs associated with online shopping
and home delivery, especially the "last mile"-the final leg of
the delivery to the customer's door. In this light, it's perhaps
hardly surprising that until now retailers have not made exTHE MOBILE REVOLUTION
pansion to online shopping a priority."
After all, why would Canadian grocers expand into the
costly and difficult realm of online grocery shopping when
Canadians consumers aren't screaming for it?
Embracing mobile technology

80

%

While 70 per cent of global
consumers prefer to shop for
their food in brick-and-mortar
stores, that number is over 80
per cent in Canada.

That said, there is considerable growth in this segment
of the market and retailers are taking prudent steps to embrace it. Order sizes for groceries are likely to be bigger, and
more regular, than for other items you might purchase online (such as books, clothing, and electronics). Pressure is coming from some of the other available methods of purchase,
such as Amazon's online and home delivery options. Such
threats are helping to drive traditional grocers to increase
About 1 in 10 Canadians
online offerings and embrace mobile technology.
surveyed do daily or even
Perhaps more critically, grocers are recognizing that momore frequent micro-trips to a
bile technology can be used to great effect to enhance the
grocery store, 26 per cent go
in-store experience.
2-3 times a week for a microtrip, and 23 per cent make
"About 10 per cent of Canadians surveyed do daily or even
weekly micro-trips.
more frequent micro-trips (defined as trips that take less
than 5 minutes in-store) to a grocery store, 26 per cent go 2-3
times a week for a micro-trip, and 23 per cent make weekly
micro-trips," explains McOuat. "As a result, anything a grocer can do to make the experience 'frictionless' (meaning
convenient, fast, and stress-free) is very appealing. In our
Nearly a third of respondents
feel that quick and easy
survey, 32 per cent of respondents felt that quick and easy
payment methods-including
payment methods-including mobile and contactless paymobile and contactless payments-were an important part of their in-store experience."
ments-are an important part
The invisible checkout-a store without cashiers or phyof their in-store experience.
sical checkout lanes-made its North American grocery
Source: PwC Canadian Consumer
debut at the Amazon Go store in Seattle in 2018 (it was
Insight Survey 2019
already common practice in some Asian stores for several
years prior). Upon entering, customers launch the app on
their smartphone, which stores the user's credit or debit card information in digital form. They then shop for their groceries, and when done simply walk out the
door. Sensors and cameras keep track of purchases, which are then automatically
charged to the shopper's Amazon account as they leave. There's no frustrating
standing in line at a checkout-it's seamless, quick, and convenient.
Grocery chains immediately took note of the innovations unveiled at Amazon
Go (and with good reason: while mobile wallets have been slow to catch on in
Canada, its estimated that the global number of "mobile contactless" users will
exceed 760 million by 2020, up from an estimated 440 million in 2018).

10

%

32

%

22 |

CANADIAN RETAILER

| FOOD & GROCERY



Canadian Retailer Magazine - The Food & Grocery Issue 2019

Table of Contents for the Digital Edition of Canadian Retailer Magazine - The Food & Grocery Issue 2019

Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 1
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 2
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 4
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 5
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 6
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 7
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 8
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 9
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 10
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 11
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 12
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 13
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 14
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 15
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 16
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 17
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 18
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 19
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 20
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 21
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 22
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 23
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 24
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 25
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 26
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 27
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 28
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 29
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 30
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 31
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 32
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 33
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 34
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 35
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 36
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 37
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 38
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 40
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 41
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 42
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 46
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 47
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 48
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 49
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 50
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 51
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 53
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 58
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_supplychain19
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_digitalretail19
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_sustainability19
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_foodandgrocery19
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_retailcommerce
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_technology
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_supplychain
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_lossprevention
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_bricksandmortar
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_foodandgrocery
https://www.nxtbook.com/nxtbooks/rcc/canadianretailer_marketing
https://www.nxtbookmedia.com