canada post: growing e-commerce in canada

GROWING E-COMMERCE IN CANADA Unlocking the online shopper opportunity

THE CHANGING DRIVERS OF GROWTHE-commerce in Canada is growing and evolving rapidly. Online shoppers are at the wheel, driving that growth and change. More of them are shopping online than ever before, creating an exciting retail landscape composed of a mix of shopper segments with unique behaviours and expectations. As these shoppers move more of their spend online, the e-commerce retail industry is transforming to meet evolving shopper needs, while delivering an optimal end-to-end customer experience.

Some 5,000 online shoppers in Canada shared their behaviours and opinions in an online survey. The findings reveal the state of the Canadian market and the changing mindset of the online shopper. This translates into meaningful insights enclosed in this paper for any e-commerce retailer or marketer looking to better understand and grow their shopper base and capture a greater share of the expanding e-commerce market.

The Canadian e-commerce market at a glance

Page 4

Looking ahead – What is the e-commerce opportunity?

Page 9

Shopper segments driving growth

Page 16

2 – Growing e-commerce in Canada

EXECUTIVE SUMMARY

By tapping into a rapid retail channel shift and the most lucrative online shopper segments, retailers position themselves – and the overall market – for continued e-commerce growth.

Eight in ten shop online, and they’re buying more items, more often, across many product categories. Most growth will come from existing shoppers buying more online, rather than store visits or new online shoppers.

Millennials and gen-Xers are two shopper segments that present a wealth of opportunity for retailers. While unique in composition, it’s the combination of digital savviness, high purchasing power and evolving needs that make these lucrative shopper segments for retailers to foster – all in the name of growth.

One in four online shoppers say they spent more online than in-store last year and they expect to increase the number of online purchases made in the coming year. This shift in behaviour is transforming the online retail industry. Further growth will occur from consumers shopping online more often, essentially creating a nation of savvy and lucrative hyper shoppers.

To grow your business, harness the power of high-potential shopper segments

A change in the tides: Channel shift and hyper shoppers are key to transforming retail

Canadians shopping online in droves + more often + greater variety of purchases = maturing market


THE CANADIAN E-COMMERCE MARKET AT A GLANCE

Who are Canadian online shoppers? What’s happening in the Canadian e-commerce market today?

Success is not just about executing well today on plans made yesterday. It’s about knowing who Canada’s online shoppers are now. How often do they shop online? What product categories are they buying from? Why do many shop from international

retailers? Knowing the state of Canada’s online market today is critical to influencing how retailers can respond now – and anticipate where Canada’s online shoppers are heading.


WHO ARE CANADIAN ONLINE SHOPPERS?Typically, they’re well educated, earn above-average household incomes, skew slightly higher toward female and live in urban or suburban settings.

45% 55%

Average annual household income

(36% of online shoppers have household incomes above the Canadian average of $76,000)*

$86,000have completed university or graduate studies; one third have completed technical school or college.

41%

While most online shoppers reside in urban and suburban communities, 20% of shoppers are based in rural areas or small towns.

Male Female

48% 31%Urban Suburban

CANADIAN ONLINE SHOPPERS LIFE STAGE THE MAJORITY LIVE IN HOUSEHOLDS WITH NO DEPENDENT CHILDREN

Number of dependant children(under 16 years)

0

2+

1Boomers50-69 years35%

Gen-Xers35-49 years29%

Millennials18-34 years 30%

70+ yearsPre-boomers 5%

15% 72%

13%

% of Canadian online shoppers

*Statistics Canada, 2011 National Household Survey, Statistics Canada Catalogue no. 99-014-XX201147


Online shoppers are buying more often, quickly moving from first- or one-time shoppers to being occasional and frequent shoppers. With experience, savvy shoppers become power and hyper shoppers. Their expectations are shaped by retailers who create best-in-class experiences. But even first-timers browse and assess brands with a keen eye, and can distinguish between a great experience and a disappointing one. No kind of customer can be taken for granted.

of Canadians shopped online in the past year

THE CANADIAN SHOPPER BASE IS GROWING AND MATURING

One-time shoppers

12%

Occasional(2-6 purchases)

45%

Frequent(7-12 purchases)

22%

Power(13-24 purchases)

11%

Hyper(25+ purchases)

10%

Based on number of online purchases made annually

80%

10.9Average number of purchases/year


SHOPPERS WHO PURCHASED PRODUCTS ONLINE IN THE PAST YEAR

$101Overall average basket spendApparel,

accessoriesConsumer electronics

Health, beauty

Housewares, home

furnishings

GroceryBooks, music, videos†

Toys, hobbies, games

Footwear Jewelry Sporting goods

Home improvement,

gardening supplies

*eMarketer, August 2016 †Required shipping

WHAT’S IN THE CART? YOU NAME ITOnline shopping by Canadians is still driven by reasons centered on the ability to compare a multitude of products and prices across brands without the hassle of pushing through crowds at stores. This experience is further enhanced by the convenience of anytime, anywhere shopping. Increasingly, mobile technology is lending fresh importance to what “anytime, anywhere” means. By 2020, mobile commerce is forecasted to make up nearly 33% of e-commerce sales in Canada.*

It is no surprise that increased online shopping is creating empowered and confident shoppers who are branching out to buy a wider variety of products – including high-value items. Spending is rising in emerging online segments such as toys, hobbies and games, home improvement, and non-traditional categories like groceries. And this demand is propelling more retailers to increase their product offerings, while collectively contributing to market growth.


45%

$126$115$72$123$163$106$79$75$142$58$90

39% 36%

30%27%

23% 21%

15% 13% 11% 11%

Percentage of shoppers Average basket spend

CROSS-BORDER SHOPPING REMAINS ACTIVEEven with a relatively low Canadian dollar and increased offerings from domestic retailers, more than half of Canada’s online shoppers made at least one cross-border purchase in the last year. Many plan to do so in the year to come. Shoppers who purchased from the U.S. and Europe were attracted by products that weren’t available locally or in Canada. Others who bought from the Pacific Rim* were motivated by lower prices, with consumer electronics being the most purchased product, even when shipping fees were factored in. For Canadian retailers, this insight provides a glimpse into how much of the Canadian shoppers’ spend is leaving domestic soil and puts into perspective the opportunity to keep this spending in Canada.

of Canadian online shoppers made at least one cross-border purchase in the past year

WHERE ARE CANADIAN CROSS-BORDER SHOPPERS PURCHASING FROM?

of them plan on purchasing more from the U.S. in the next year

of them plan on purchasing more from the Pacific Rim in the next year

of them plan on purchasing more from Europe in the next year

purchased from the U.S. in the past year

purchased from the Pacific Rim in the past year purchased from Europe

in the past year

83%

53%

42% 16%

35% 25% 14%

* The Pacific Rim includes South Korea, China, Japan, Taiwan, Singapore, Hong Kong, Malaysia and Indonesia.


LOOKING AHEAD – WHAT IS THE E-COMMERCE OPPORTUNITY?

Understanding the channel shift and the change in shopping behaviour that will drive tomorrow’s e-commerce growth

Canadian online shoppers spent more online in recent years and shopped more often than ever before, and retailers have responded. They’ve adopted innovations such as mobile optimization, personalized and curated experiences, omni-channel strategies and unique delivery models, among others. The goal? To deliver an enhanced online

customer experience. Ultimately, that enables growth by enticing online shoppers to purchase more often. For all e-commerce retailers, the ideal world is a market of hyper shoppers. But who are hyper shoppers and why, as an industry, should we focus on them?


GROWTH AHEAD FOR CANADIAN E-COMMERCE E-commerce sales are forecasted to keep growing at impressive double-digit annual rates, outpacing the far more modest growth in total retail sales, for the remainder of the decade. As the market matures and fewer new online shoppers test online shopping for the first time, it’s critical that retailers target and capture increased spending by existing online shoppers, as well as new ones willing to spend more. Most growth in e-commerce is expected to be driven by two factors. One is channel shift: increased online spending as shoppers buy online what they used to buy in-store. The other is merchants harnessing the growth potential within the key online shopper segments that are most active and influential.

VS2% 15%Growth in brick-and-mortar sales in 2016

Growth in online retail sales in 2016 201920172015 202020182016

Retail e-commerce sales

Change from previous year

Total retail sales*

RETAIL E-COMMERCE SALES IN CANADA, 2015-2020(spending is in billions)

Source: eMarketer, Aug 2016


$55.78

$49.67

$43.95$38.74

$34.04$29.63

12.3%13.0%13.5%13.8%14.9%16.8%

10.0%9.0%8.1%7.3%6.5%5.8%

36%of online shoppers plan to make more online purchases in the coming year

of them say they’ll buy more online in Canada in the coming year2/3

Canadian online shoppers have embraced shopping across retailer channels – from in-store to online. Proof of the Canadian e-commerce growth opportunity is the clear channel shift as shoppers move more of their spend online – and their stated intention to continue to do so in the coming year. This behaviour has propelled the industry to focus on and invest in omni-channel strategies that deliver a seamless experience across both physical and digital channels. Retailers must act now to capture and capitalize on current changes in the market, or risk losing to competition.

of online shoppers spent half or more of their total spending online rather than in-store in 2015

39%

A FUNDAMENTAL SHIFT IN HOW CANADIANS SHOP ONLINE


All online shopper groups are keen to increase their online purchases in the next year. The more active shopper groups are experienced and especially confident about increasing their online spending: it’s this behaviour that is going to grow Canadian e-commerce. Retailers must harness this potential. How? Provide ideal online shopping experiences and keep shoppers engaged to migrate them to the next purchase phase – ultimately creating a hyper shopper culture.

GET CANADIANS SHOPPING MORE TO DRIVE GROWTH

INTENT TO MAKE MORE ONLINE PURCHASES IN THE COMING YEAR(Among Canadian shoppers who made an online purchase in the past year)

One-time shoppers

Occasional(2-6 purchases)

35%24%

Frequent(7-12 purchases)

Power(13-24 purchases)


39% 44% 42%


Hyper(25-40 purchases)

Hyper elite(41+ purchases)


49.8 (vs. 10.9 purchases for online shoppers overall)

OF CANADIANS SHOPPING ONLINE

HYPER SHOPPERS MAKE

purchases on average per year

10%

6% 4%

CREATING A NATION OF HYPER SHOPPERSHyper shoppers. They’re savvy with high expectations for every stage of their purchase journey. They possess deep knowledge of brands, making an average of 50 online purchases a year. As e-commerce creates customers, job one for retailers is to create more shoppers who behave like them. Crafting an optimal end-to-end experience tailored to meet the needs of this group allows retailers to cater to the rest of their shopper base holistically. Think of them as the desired end state for online shoppers and the key to e-commerce growth.


WHO ARE HYPER SHOPPERS AND WHY DO THEY MATTER?Their portrait is one of enormous impact on e-commerce. Their importance to and influence over e-commerce far exceeds their relatively small numbers in the market. They account for nearly half of all Canadian online purchases and have been a critical driving force behind the growth and channel shift we have seen. Fostering this key shopper group within your current customer base and generating more hyper shoppers is key to propelling growth for years to come.

of total Canadian online purchases are made by hyper shoppers

Heavy shoppers

HYPER SHOPPER SNAPSHOT

48%

vs. $86,000 for overall market

Average household income

$95,876

Millennials

Cohort

Gen-Xers Boomers35% 36% 27%

Drivers of a rapid channel shift

53%of hyper shoppers spent more online

than in-store in 2015

Gender

60%Female


TAPPING INTO HYPER SHOPPERS’ ONLINE SPENDHyper shoppers purchase a multitude of products online. Nearly a third of them buy from more than six categories. Their average basket spend is nearly as high as the overall markets’ – and hyper shoppers fill a lot more baskets. They also surpass the overall market in the percentage of shoppers buying across various product categories. Non-traditional product categories have emerged online to serve the needs of this highly active shopper base. But more importantly, this group is attractive because they can purchase repeatedly with a brand, with an average spending similar to the market’s, making them loyal shoppers whose cost of retention is lower in the long run. Therefore, retailers’ acquisition strategies should focus on effectively capturing the share of the hyper shopper’s wallet.

$95(vs. $101 for overall market)

HYPER SHOPPERS’ AVERAGE BASKET SPEND

27% of hyper shoppers purchased from 6+ product categories online in the past yearEXPLORING MULTIPLE PRODUCT CATEGORIES

PERCENTAGE OF ONLINE SHOPPERS WHO PURCHASED FROM THE FOLLOWING PRODUCT CATEGORIES IN THE PAST YEAR


Hyper shoppers | Overall market

Books, music, videos

57% 39%


46% 30%

Consumer electronics

48% 36%

Health, beauty

45% 27%

Apparel, accessories

62% 45%

Housewares, home furnishings

32% 21%

SHOPPER SEGMENTS DRIVING GROWTHKey shopper segments influencing and stimulating growth are ready

for their close-up

Trendsetters get attention because they deserve to. They’re leading the way. And by attention, we don’t mean the superficial kind. We mean the kind that comes from looking deeper to acquire insights worth acting on. Two shopper groups – millennials and gen-Xers – stand out given their own distinct characteristics. Combined, they

represent just over 70% of Canadian online hyper shoppers and are significant drivers of the online retail channel shift. Gaining insight into them is an extension of knowing your customer – the ones you have today, and the ones you’ll focus on tomorrow to capture your share of the rapidly growing e-commerce market.


Aged 18-34 MillennialsBorn between 1982 and 2000, millennials make up a large cohort of Canadian online shoppers. While they don’t drive the bulk of online purchases today, the focus that retailers are placing on this key shopping group, combined with their ongoing life changes, will make them important to future growth.

They are They make

of Canadian online shoppers of online purchases in Canada


30% 33%


Millennial digital buyers influenced by select social media to purchase products online

WHO ARE MILLENNIAL ONLINE SHOPPERS?

Influence of social media on digital shopping for millennials

Related social media post†Sponsored link or ad posted on a social media website*

Source: eMarketer report, Nov, 30 2015. Originally obtained from “Ipsos Canadian Inter@ctive Trends Report” as cited in press release Nov. 30, 2015. Study done in June 2015 based on past 12-month activity.

*Clicked on a sponsored ad on a Facebook newsfeed. †Saw a celebrity wearing an article clothing on Instagram and purchased it digitally. Millennials aged 18-34 years

21% 22%

34%

51% 38% 11%TabletSmartphone Desktop, laptop computer

Time millennials spend online in Canada

THEY’RE DIGITALLY SAVVY This group is tech-savvy, highly connected and easily influenced by social media as they navigate the Canadian retail landscape. To reach them most effectively, retailers need to double-down on their web and in-store technology to provide a consistent and tailored shopping experience to shoppers across devices. With the heavy influence that social media plays on this group’s digital purchases, retailers must focus beyond brand presence and engage millennials in routine conversation via social media regarding product information and special offers.

THEY COMPARE ALTERNATIVES DURING THEIR SHOPPING EXPERIENCEMillennials are highly motivated and discriminating users of the information that mobile devices put in their hands. Because they shop across a number of brands and channels, ensure that you provide as much information as you can upfront to influence their decision to purchase with you, including targeted discounts and coupons. Engaging with online community forums, social media influencers and bloggers can provide retailers with a boost in awareness and brand exposure. Many millennials turn to these channels for product specific information and reviews prior to purchasing.

IMPACT OF FINAL MILE EXPERIENCE ON LOYALTYMillennials demand a shopper-centric e-commerce experience down the final mile – and are fickle when it comes to brand loyalty. Retailers can establish relationships with them by providing optimal delivery experiences.

say customer ratings & reviews drive their online purchases

(vs. 19% non-millennials)

20%31%compare ALL-IN costs (product, shipping, taxes) across retailers prior to purchase

(vs. 14% non-millennials)

say if they had a bad delivery experience that they’d never shop with that retailer again

(vs. 27% of non-millennials)


NOT ALL MILLENNIALS ARE CREATED EQUAL Being a millennial means big choices abound. Stay in school, marry, start a family – or not now, maybe later? These individual choices and their corresponding life stages have implications on millennials’ purchasing behaviours and expectations for their online shopping experience. Each sub-segment’s buying behaviour differs based on their mix of disposable income, stage of life and intention to spend more online in the coming year. Millennials represent the biggest, most fluid and diverse shopper segment. Avoid marketing to the entire cohort as if its members were all the same. That’s how to achieve maximum impact and resonance.

Young families

Average number of purchases/year

Students

Percentage of shoppers who intend to spend more online in the next year

Average household income

Single professionals

Young couples

Unemployed, no kids

MILLENNIAL SUB-SEGMENTS (PERCENTAGE SHARE OF MILLENNIAL SHOPPERS)

15%6%

33%

16%

29%

13.252%

9.2 37%

9.2 40%

11.944%

11.245% 80k

95k

56k

102k

73k


IMPACT OF LIFE STAGES ON MILLENNIAL BUYING BEHAVIOUR

Young familiesSingle professionals Young couples


Health, Beauty








53%

58% 53%61%31% 29%25%11% 18%14%

57%

37% 45%37% 40%

Greater selection of products onlineProduct unavailable in-store Free/discounted shipping

Top 3 product categories purchased online

Insight

Residence

Online purchase motivations

In addition to convenience and cheaper product prices, what else drives each millennial sub-segment to purchase online?

Urban Urban Urban Suburban Suburban Suburban Rural or small town

Rural or small town

Rural or small town

Diving deeper into sub-segments of the millennials group provides better insight into their subtle differences, which call for retailers to personalize their targeting efforts to their unique needs. The following three sub-segments stand out. They have high purchasing power and say they intend to make more online purchases in the coming year. That adds up to growth potential.

Beyond convenience and cheaper prices, this sub-segment purchased online mostly because the item was not available in-store. Therefore, a seamless shopping experience across channels is important to them. Compared to other sub-segments, single professionals are most likely to invest in books, music and videos and skew higher to residing in the suburbs.

This sub-segment prefers a one-stop shop for their family’s needs and is driven online by the widening product selection. As their households are made up of children, young families are purchasing more toys, games and hobbies online than other sub-segments.

While smaller in number compared to single professionals and young families, young couples have the highest disposable income, making them a lucrative target for retailers. This busy sub-segment is most likely to spend on consumer electronics, while being on the lookout for discounts and offers as they shop online.

58%

38% 35%

Turn the page for a closer look at millennial moms


MOTHERHOOD MAKES FOR A SHIFT IN SHOPPINGAs millennial women progress toward their next life phase, it becomes important to know how key transitions, such as motherhood, affect their online shopping behaviour. Taking a closer look at young families through the lens of the millennial mom draws insightful takeaways for retailers.

Millennial moms want to save time, demand convenience and aim to stretch the family dollar especially as their shopping becomes influenced by their children. To connect with this segment, it is important for retailers to design personalized brand experiences and provide offers aligned with important milestones in mothers’ lives such as the birth of a child or events like birthdays and Mother’s Day.

Millennials overall prefer delivery speed, but millennial moms will wait if it will save them money.

MILLENNIAL MOMS SPENT MORE IN-STORE THAN ONLINE IN 2015.

MILLENNIAL MOMS INTEND TO INCREASE THEIR ONLINE PURCHASES IN THE NEXT YEAR.

(Millennial moms)

(Millennial moms)

(Rest of millennials)

(Rest of millennials)

PERCENTAGE OF SHOPPERS WILLING TO PAY A PREMIUM SHIPPING FEE FOR 2 DAY DELIVERY

Rest of millennials Millennial moms Overall market

vs.58% 52% vs.50% 44%

15% 11% 9%

SAVE TIME OR SAVE MONEY?

Aged 35-49Gen-XersOften overlooked by retailers in favour of millennials, gen-X shoppers have the highest purchasing power among all shopper groups, driven by their high household income and larger family.

They are They make

of Canadian online shoppers of online purchases in Canada


29% 33%


Highest average household income (vs. $81,948 for non-gen-Xers)

of gen-Xers have children under 16 living at home (vs. 19% non-gen-Xers)

GEN-XERS: FEWER BUT FINANCIALLY POWERFUL

of gen-X online shoppers have a household income of $100,000 and above.

Upscale gen-Xers

$95k

31%

33%

While they’re outnumbered by millennials and baby boomers, gen-Xers are in their prime purchasing years with the highest disposable incomes and larger families of dependent children. They are most likely to make spending decisions in the family. They shop online across multiple product categories to meet the needs of the home and family.

Given their focus on family and especially children, gen-Xers purchase more fashion, books, toys, sporting goods and even groceries online than other segments do. Given that broader range, they are most likely to turn to mass merchants or warehouse clubs for their needs. Gen-Xers have busy lives, and are constantly juggling many priorities. Retailers who offer them time-saving convenience, perhaps with subscription-based programs for groceries or packaged goods, can win their business.

Gen X shoppers buy online across a broad range of categories

Affluent Large families

have purchased across multiple (4+) product categories. (vs. 25% for non-gen-Xers)

Where do they spend their dollars?

52%



Gen-Xers Non-gen-Xers

13% 10%

Sporting goods

48% 44%44%


35%

26%37% 38% 35%


14% 12%

Groceries


ARE RETAILERS MAXIMIZING THEIR GEN-X ENGAGEMENT?

GEN-XERS VALUE FAST AND FREE SHIPPING As gen-X shoppers juggle multiple priorities – their own and their family’s – fast and free wins them over when purchasing online.

Gen-X shoppers are more likely to

be price sensitive – to top up their cart to qualify for free shipping

(54% vs. 49% for non-gen-Xers)

abandon a cart because the delivery time presented at checkout was longer than expected

(18% vs. 15% for non-gen-Xers)

Desktop, laptop

Urban Suburban Rural/ small town

Smartphone

25% 41% 91% 91%Tablet

25% 31%

GEN-XERS SHOP ACROSS MULTIPLE DEVICES AS WELLAlthough they do so less than millennials, gen-X shoppers make online purchases across devices, not just their laptops and desktops. As the digitally-savvy millennials progress through life’s stages, a larger, more socially connected older cohort will emerge. That presents the need for retailers to adapt their marketing outreach over the years. Reaching this audience means knowing their preferred devices and channels, then tailoring unique messaging and experiences to their needs – which tend to revolve around family, health and children.

Percentage of shoppers used the following devices to make digital purchases*

KNOW WHERE YOUR GEN-X SHOPPERS LIVE Gen-X shoppers are spending differently, depending on where they live. A small percentage resides in rural or small town settings but has the highest average spending compared to those living in urban and suburban locations. More than half of rural gen-Xers shop online because their desired brand or item was not available at a nearby store; that makes them more likely to value the convenience of getting their items delivered to their home. Foster this group further through geo-targeted marketing campaigns and use partners to enable rural deliveries.

Gen-Xers Millennials

* Source: eMarketer report, Nov, 30 2015. Originally obtained from “Ipsos Canadian Inter@ctive Trends Report” as cited in press release Nov 30, 2015. Study done in June 2015 based on past 12-month activity. (Millennials, aged 18-34 years; gen-Xers, aged 35-54)

52%

$106 $95 $120

31% 18%% of gen-Xers online shoppers residing in

Gen-Xers average basket spending

KEY TAKEAWAYS

The e-commerce channel has never been more important. With much focus in recent years on providing a seamless experience for shoppers across both physical and digital channels, e-commerce is transforming and growing Canadian retail. This profound channel shift presents a massive oppor-tunity for retailers with emerging product categories to connect with shoppers and capitalize on the growing appetite for broader product offerings online.

Canadian shoppers aren’t just shopping online with far greater frequency, they’re in overdrive. As hyper shoppers are in the driver’s seat of the channel shift, they are not only critical to the industry’s growth but to the growth of each business. Retailers should look for hyper shoppers within their current customer base, use acquisition strategies to find more and double-down on this lucrative shopper group to drive further growth.

It all comes down to experience. Creating an end-to-end online experience tailored to the hyper shopper segment will result in an experience that works for all shoppers. Focusing on the experience will allow retailers not only capture a greater spending share of those shoppers today, but also the large cohort who intend to purchase more in the future. This will move the needle toward an ideal end state for Canadian e-commerce.

Millennials – they’re not all created equal and aren’t of equal value to retailers. Everyone is talking about them – but which millennials are worthy of focus? An impactful millennial strategy not only takes into account a retailer’s product mix and brand objectives, it also considers the defining characteristics of each sub segment, rooted in their varied needs and lifestyles.

Gen-Xers are powerful. As much of the market focuses on millennials, gen-X shoppers should not be overlooked. With money to spend, this powerhouse segment is driven online seeking convenience for themselves and their families. Retailers who focus on gen-Xers have an enticing growth opportunity.

This paper’s findings can help retailers better understand the Canadian retail landscape, the changing mindset of the online shopper and – more important – how they can capture a greater share of the expanding e-commerce market.


ABOUT THE STUDY

WHAT’S NEXT?

About Canada Post As the number one parcel delivery company in the country, Canada Post delivers nearly two of every three parcels consumers order online. Canada Post works hand-in-glove with merchants, large and small, offering solutions that provide a superb end-to-end customer experience and greater convenience for online shoppers.

The findings in this white paper are based on an online survey conducted in March 2016 with a representative sample of 5,000 Canadian online shoppers who have made at least one online purchase in the past 12 months that required delivery.

The research was conducted by J.C. Williams Group, one of North America’s leading boutique retail consultancies with over 40 years of industry experience. It provides retail and retail-related clients across Canada, the United States, and the Middle East, with a wide range of market expertise, including strategic planning, branding and marketing, omni-channel/digital/e-commerce, and market research expertise.

Through future white papers, Canada Post will take an in-depth look at the online shopper’s journey, to provide retailers with knowledge of barriers to the end-to-end experience that influence a shopper conversion and identify critical drivers of shopper satisfaction and brand loyalty. We will also explore key operational and strategic considerations to enable retailers to meet rising shopper expectations and deliver an optimal shopping and receiving experience.

Talk to us about this research and learn more about how it applies to your business. canadapost.ca/eshopperconnectGet in touch


http://www.canadapost.ca/eshopperconnect

http://www.canadapost.ca/eshopperconnect