Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 25

Tapping into mobile adoption

Data shows that 35 per cent of grocery consumers use loyalty programs,
which are typically accessed via an app on the phone, so it's clear that
Canadian consumers are comfortable with the technology and the concept
of using mobile devices in-store. This suggests opportunities that retailers
can exploit moving forward, according to McOuat. "As a result of high
smartphone penetration and comfort in the use of apps, Canadians are seen
as open to in-store displays that connect with the mobile device for a heightened experience," she explains.
But, as Von Massow hastens to point out, mobile technology brings with it
challenges that retailers need to overcome. "From the customer perspective,
technology is making shopping more efficient. But from a store perspective,
it's taking a degree of spontaneity or impulse out of shopping," he says.
This is problematic for grocers. With the introduction of mobile technology, shopping could be as simp"The trick moving
le as an app saying, 'here are items you've bought
forward is to maintain
before: do you want to reorder?' It can be done in
five minutes without even looking for anything else.
a balance between
Similarly, the more mobile technology speeds our
reducing the search
visits to brick-and-mortar stores, the fewer products
we'll pass by and be exposed to.
cost while at the
"The search cost is reduced, but so too are the
same time exposing
options. This will affect all retailers, but the grocery
industry most of all because grocers have traditiocustomers to products
nally been focused on building the size of the basket
that grow the basket."
through impulse buys," Von Massow
MICHAEL VON MASSOW
explains. "We'll need to find new
University of Guelph
MAKING IT QUICK AND EASY
ways and work harder to introduce
products to customers as technology enables a much more habitual shopping experience.
The trick moving forward is to maintain a balance between
reducing the search cost while at the same time exposing
customers to products that grow the basket."
The estimated number of
Mobile technology is transforming how we shop for groglobal "mobile contactless"
ceries. An increasing number of customers admit to abanusers by 2020, up from an
estimated 440 million in 2018.
doning a purchase, either in store or online, as a result of
"friction" at checkout caused by something slowing down
a payment. Conversely, companies that have embraced
mobile technology to reduce friction and enhance shopping efficiency have been experiencing revenue growth
and profit margin increases above 5 per cent for the past
Nearly half of respondents
few years, according to PwC.
say they would be interested
The adoption of mobile technology by consumers is
in invisible checkout services
such as those offered by
largely a reflection of changing customer demands: custoAmazon Go.
mers are now expecting businesses to take the hassle out of
the shopping experience by offering greater convenience.
"The takeaway from the PwC Canadian Consumer
Insight Survey 2019 is that mobile is here to stay and is a
growing segment of the industry. Retailers in the brickand-mortar world need to have an online option or a phyMore than half of respondents
feel that it's important to
sical experience that is really strong," explains McOuat.
easily navigate a store.
"But I think it's important that retailers don't just jump on
the latest trend. They need to look at their business model,
Source: PwC Canadian Consumer
look at their customers, and create a holistic approach to
Insight Survey 2019
see how best to invest in technology."

760M
43

%

52

%

www.retailcouncil.org/cdnretailer

FOOD & GROCERY

| CANADIAN RETAILER | 2 5


http://www.retailcouncil.org/cdnretailer

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
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 39
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
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 43
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 44
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 45
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
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 52
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 53
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 54
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 55
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 56
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 57
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