Consumer insights & return on experience

2019 Canadian

consumer insights

survey

PwC

We asked 1,000 Canadian

consumers what was

important to them and this is

what we learned.

2019 Canadian consumer insights

PwC

PwC

The resilience of in-store retail

The reason consumers

prefer in-store versus

online is they prefer to

see and touch products,

and enjoy the experience

of discovery in store.

69% 20%‘likely’Canadians ‘unsure or

not likely’ to purchase

groceries online*

PwC

PwC

Micro-trips are the new norm

“Micro-trips” are in-store trips less than five

minutes long.

Canadian consumers are increasingly

making micro-trips to their local grocery

store throughout the week, rather than one

big shop on the weekend.

Canadians shop

in micro-trips

weekly

2-3 times/week

daily10%

26%

23%

PwC

PwC

Increased desire for wellness and sense of community

Grocery stores are

becoming the next

“community centres”

where people choose to

shop in person not only

because they want the

freshest produce, but also

to fulfil the need for human

connection

Specialty stores like meat

markets, green grocers and

fishmongers continue to

gain ground due to the

growing preference for

plant-based food and

humanely raised meat

PwC

PwC

Sustainability is a differentiator

How Canadians purchase sustainably

I avoid the use of plastic where possible 42%

I buy items with less packaging 42%

I look for products with

environmentally friendly packaging

38%

I choose sustainable products

to help protect the environment

33%

I buy brands that promote sustainable practices 28%

PwC

PwC

Sustainability goes beyond food & drink

33%are willing to pay a

premium for items that

are either sustainably or

ethically produced.

This was followed in popularity by items with

sustainable packaging (32%) or eco-friendly

offerings (32%).

PwC

Voice-enabled tech is creating a new

communications channel for retailers and

17% of Canadians surveyed are already

using voice assistants to make purchases.

While voice-enabled tech continues to grow

and evolve it is important for retailers to think

about how their consumers will find and

engage with their brands and products.

+75%is the expected pace of

annual growth for IoT

payments including voice

The rise of voice enabled tech

PwC

PwC

Companies that make experience a priority can charge up to a 16%premium for their products and services”

Return on experience is a metric businesses can’t ignore

ROX is a new performance management approach that

connects CX to EX and brings together “soft” investments

in connections and culture with “hard” investments in

technology and analytics. Another way to understand ROX

is to identify what it’s not. It’s not a single, simple,

universally applicable metric. It’s not another flavor of ROI,

Net Promoter Score, or a brand health index.

Customer experience Employee experience

ROI ROX

CX EX

PwC

PwC

Building ROX metrics reinforces a virtuous circle and amplifies value

PwC

Pride

The emotional commitment to

brand purpose and strategy

Outcome

The financial results produced

by a higher ROX

Influencers

Internal and external brand ambassadors

and sources of emotional energy

Value driversThe key sources of value in the eyes of

customers and employees

Behaviors

Those critical positive habits and actions that

define the culture, drive excellence, and need to

be embedded in performance management

Driving a virtuous

circle for ROX

PwC

Six imperatives for driving a return on experience

PwC

Understand customers: use proprietary

data to gain valuable insights into customer

behaviour.

Treat data respectfully: customers will

take their business elsewhere if they feel a

company is not protecting their data.

1 2

PwC

Six imperatives for driving a return on experience

PwC

3 4

Find “magic moments”: focus on “magic

moments” with customers to create loyalty

and build a relationship over time.

Win the trip: use a set of levers (service,

exclusivity, assortment, price, etc.) to

capture and create trips.

PwC

Six imperatives for driving a return on experience

Fuse CX and EX: customer experience

exists in a feedback loop with employee

experience.

Convey shared values: fusing CX and EX

is easier when the two groups share the

same values with a brand or organization.

5 6

PwC

Continue the conversation

Daniel Moro

Strategy& Director,

PwC Canada

daniel.m.moro@pwc.com

+1 416 804 7122

2019 Canadian Consumer Insights Survey | Return on experience is a metric businesses can’t ignore May 2019

15

Myles Gooding

National Retail & Consumer Leader,

PwC Canada

myles.gooding@pwc.com

+1 416 687 8598

pwc.com/ca/consumerinsights

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