c39de4c4e177342731bb7e48380e83ce.ppt
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Webinar O Canada, Why Is Your Online Shopping Experience So Bad, Eh? Peter Sheldon, Principal Analyst May 8, 2013. Call in at 12: 55 p. m. Eastern time @peter_sheldon
Add to car t on. . . ) (coming so There’s something amiss.
Canadian retailers still have their heads in the sand.
Canadians have many grumblings when it comes to shopping online in Canada Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 4
The idea that Canadians don’t buy online because they want to “see and try” is a myth Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 5
Let’s take a closer look at the big issues 1. 2. 3. 4. 5. Omnichannel Discovery, search, and price transparency Shipping, pickup, and returns Payments The lure and realities of shopping from the US © 2013 Forrester Research, Inc. Reproduction Prohibited 6
Omnichannel is the convergence between physical and digital retail.
Omnichannel excellence depends on three things Internally facing initiatives Explanation Customer-facing operational excellence Initiatives such as in-store pickup and returns in stores These efforts are valuable to shoppers who browse and buy across channels. Marketing and customer database management Synchronization of messaging across channels Leveraging shopper information to create relevant offers and programs Organizational structure Reduction of channel conflict and efficiencies shared across different parts of an organization to drive overall company sales Few, if any, Canadian retailers excel in all three. © 2013 Forrester Research, Inc. Reproduction Prohibited 8
Canadian shoppers crave “buy/reserve online” and “pick up in-store” options Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 9
Because they hate these!
Future Shop and Best Buy are redefining customer expectations for pickup in-store. 11
Canada Post gives consumers “other” pickup options.
In the store, customers have a new set of expectations when it comes to service.
Today’s associates must be empowered to “digitally” serve the customer © 2013 Forrester Research, Inc. Reproduction Prohibited 14
Let’s take a closer look at the big issues 1. 2. 3. 4. 5. Omnichannel Discovery, search, and price transparency Shipping, pickup, and returns Payments The lure and realities of shopping from the US © 2013 Forrester Research, Inc. Reproduction Prohibited 15
In the US, 30% of consumers start their product research on Amazon. com In Canada, only 11% of consumers rely on Amazon. com for product research. Source: April 24, 2013, “The State Of Canadian Online Retail — 2013” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 16
However, when it comes to price comparison, Amazon. com is the go-to place for Canadians © 2013 Forrester Research, Inc. Reproduction Prohibited 17
Let’s take a closer look at the big issues 1. 2. 3. 4. 5. Omnichannel Discovery, search, and price transparency Shipping, pickup, and returns Payments The lure and realities of shopping from the US © 2013 Forrester Research, Inc. Reproduction Prohibited 18
Free-shipping thresholds can be both a friend a foe Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 19
Ubiquitous “free shipping” may not be here yet, but it’s coming. . . © 2013 Forrester Research, Inc. Reproduction Prohibited 20
Canadians are more interested in flexible pickup options than expedited shipping Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 21
43% of Canadians demand free returns as a mandatory condition of shopping online Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 22
But yet only a handful of Canadian online retailers are fulfilling this desire © 2013 Forrester Research, Inc. Reproduction Prohibited 23
Let’s take a closer look at the big issues 1. 2. 3. 4. 5. Omnichannel Discovery, search, and price transparency Shipping, pickup, and returns Payments The lure and realities of shopping from the US © 2013 Forrester Research, Inc. Reproduction Prohibited 24
Adoption of Pay. Pal and Interac Online is growing among Canadian retailers © 2013 Forrester Research, Inc. Reproduction Prohibited 25
But retailers must not forget the importance of enabling omnichannel payment options © 2013 Forrester Research, Inc. Reproduction Prohibited 26
Let’s take a closer look at the big issues 1. 2. 3. 4. 5. Omnichannel Discovery, search, and price transparency Shipping, pickup, and returns Payments The lure and realities of shopping from the US © 2013 Forrester Research, Inc. Reproduction Prohibited 27
When it comes to online shopping, the grass is greener across the border. 28
Two-thirds of Canadians have previously shopped online at a US retailer But why? Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 29
When Canadians can’t find products online in Canada, 38% simply buy from the “outside” Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 30
A third of Canadian shoppers that buy from the US are happy to play tax-and-duty roulette. 31
34% of Canadians will only shop from a US site if they can estimate the duties and taxes Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 32
If the shipping is free, 87% of Canadians are quite happy to wait more than a week for their US order to arrive © 2013 Forrester Research, Inc. Reproduction Prohibited 33
US retailers have gone to great lengths to meet the needs of the Canadian shopper Source: Canadian Online Shopper Survey, Q 1 2013 © 2013 Forrester Research, Inc. Reproduction Prohibited 34
Today, it’s difficult for consumers to determine if a site is genuinely Canadian or not © 2013 Forrester Research, Inc. Reproduction Prohibited 35
Canadian merchants need to smarten up before it’s too late.
Thank you Peter Sheldon psheldon@forrester. com http: //blogs. forrester. com/peter_sheldon Twitter: @peter_sheldon
c39de4c4e177342731bb7e48380e83ce.ppt