From Omni-Channel to Frictionless Retail: Insights on Today’s Consumer With Advice and Tips for Retailers

This Canadian retail study is a collaboration between research tool WisePlum, Microsoft Canada Inc, Retail Council of Canada (RCC) and RCC’s Marketing Advisory Committee.

It explores Canadian shoppers’ attitudes/expectations of bricks & mortar, bricks & mortar + online, and online retailers.

Key questions answered include reasons for shoppers’ preferences for where and how they purchase, and how these differences vary by retail vertical, age and gender. This study provides retailers with actionable insights on how to mitigate existing friction points within channels and across channels, as well how to build post-purchase loyalty with customers.