Do you understand the Canadian consumer? - Retail Council of Canada
Canadian Retailer Magazine | Marketing & Merchandising | National | Digital Retail & Technology

Do you understand the Canadian consumer?

March 6, 2019
Do you understand the Canadian consumer?

BY SEAN C. TARRY

CONSUMERS’ attitudes and shopping behaviour changes frequently, and is often influenced by technological advancements, societal trends and, at times, simply by the sheer breadth of options available to them. One thing, however, that remains the same, is their collective desire for greater efficiency, ease and convenience on their path to purchase.

With this in mind, Retail Council of Canada recently partnered with Google and WisePlum to develop a research study titled Understanding the Canadian Consumer: 2018. Among other things, the study explores the Canadian consumers’ path to purchase and the behaviours they exhibit in-store and online. Here are some of the reports key findings:

44% are more likely to buy from a retailer or brand that offers customized products.
30% are attracted by limited edition products and
19% by collaborations with influencers.
86% – In-store
14% – Online

Bricks and mortar operations continue to capture the majority of transactions.
85% – Item delivered
11% – Store/curbside pickup
3% – Designated location
The majority of purchases made online are delivered, especially in urban areas.

What improvements do shoppers want from their retailer overall?
33% want a faster checkout
32% want improved product availability and assortment

What improvements do shoppers wants from their next in-store purchase?
30% want a better store layout/easier to find items they want
29% want knowledgeable, friendly staff to assist them
24% want confirmation that the item is in-stock before they go to the store

Canadians are more likely to report problems following an online purchase than in-store.

Researching & choosing:
26% In-store
49% Online

Purchasing:
31% In-store
55% Online

Making a payment:
9% In-store
21% Online

After purchased/received:
41% – In-store
67% – Online

Loyalty for online retailers has decreased since 2017.
48% of in-store shoppers will definitely recommend a retailer to friends and colleagues, down 2% from 2017.
47% of online shoppers will definitely recommend a retailer to friends and colleagues, down 8% from 2017.

What improvements do shoppers want from their next online purchase?
36% want more product details/ better pictures
23% want confirmation that the item is in-stock before they order online
21% want better website navigation/ easier to find items they want

Be heard. Save money. Stay informed.

Become a member