Welcome to BrandSpark’s Insights & Ideas where we aim to inspire you to think in new ways about brand strategy, Shoppers Insights and innovation.
- BrandSpark Most Trusted – Trust in Retail and Services, E-Commerce & the Holiday Shopper
- Canada’s most trusted consumer packaged goods (CPG) brands announced: 20,000 Canadians vote for their most trusted brands in national survey
- BEST NEW PRODUCT AWARDS ANNOUNCES 2017 WINNERS AS VOTED BY AMERICAN CONSUMERS
- Winners of BrandSpark International’s 2017 Best New Product Awards announced from a survey of 20,000 Canadians
- BrandSpark speaks about brand trust on Global Morning Show
E-Commerce: Helping Canadians Get Better at Shopping
Canadians shopping habits are constantly evolving with more shoppers turning to online platforms than ever before. However, that does not mean that bricks and mortar is going extinct anytime soon. When it comes to in-store and online purchases it just keeps getting better and better for shoppers. Online shopping is giving consumers new opportunities to shop and save better in-store. 5 in 10 Canadians will browse online and then shop in-store. Consumers are educating themselves: they’re comparing prices, checking for promotions, determining what products to buy and where to buy them.
The E-commerce channels are exciting and revolutionary. When browsing in your regular bricks and mortar store, not much changes. In contrast, there is always something new when visiting Amazon.ca or other E-commerce platforms. New features and benefits are simplifying the shopping experience for consumers. For Canadians, 8 in 10 want to save money and feel proud when they do so. The online world is now helping the shopper get better at saving money, while also allowing them to have more fun during the path-to-purchase process.
Canadian shoppers are doing much more online purchasing, with 68% using Amazon to shop online. The top 5 most commonly bought items include: 1.) Clothing & Footwear 2.) Books & DVDs 3.) Consumer Electronic 4.) Toys 5.) Health & Beauty. Other categories are growing on E-commerce. The online grocery category is currently expanding; consumers are starting to purchase shelf-stable food products and staples online. This category will only continue to grow once fresh products can be delivered online, such as through Amazon Fresh in the US. Similarly, a lot of the personal care products are now starting to find their way on E-commerce as well, with people shopping for products that they wouldn’t have otherwise bought. This is where online reviews are starting to become really important.
It’s a whole new world when it comes to consumer reviews. 85% of consumers are now reading online reviews while they’re shopping. They’re looking to see that there are a certain amount of reviews, so it’s important to make sure that there is a substantial amount. Consumers also like to see negative reviews, since it adds the credibility. Negative reviews don’t necessarily mean it will stop the shopper from buying the product because the consumer is instead better able to decide if the product is well-suited for them. That’s a revolution, 5 to 10 years ago, marketers would never allow negative information to be put on display. However, now, this is what consumers like to read to help them make their purchasing decisions. Consumers also like to know that the reviews are recent and, lastly, 3 in 4 consumers like to know that their reviews are coming from fellow Canadians and not American shoppers.
With the growing use of E-commerce channels, is investing in programs/subscription like Amazon Prime worth the upgrade for shoppers? Absolutely. 68% of Canadians say they shop on Amazon, and of those, 16% have Amazon Prime memberships. Programs such as this are not that costly, and provide the shopper with the added benefits of free expedited shipping as well as access to exclusive deals and promotions. The E-commerce world continues to add new features that are making shopping effortless and convenient for the consumer.
Source: 2016 BrandSpark Canadian E-Commerce Study