Canadian Retailer - Holiday 2014 - 6

retail currents
digital industry leadership

As the impacts of trends related to digital retail and
e-commerce in Canada continue to increase in significance, so too do the responsibilities of Canadian retailers in meeting the needs and desires of their consumers.
To remain on the front-end of these trends, and to help
retailers across the country continue to thrive and innovate online and in the mobile space, Retail Council of
Canada (RCC) is pleased to announce Michael LeBlanc
as the association's Senior Vice President, Digital Retail.
Within this role, Michael is responsible for executing the e-commerce vision, branding and digital marketing strategy which will continue to help shape the

overall RCC brand and member
experience. He is also responsible for the delivery of related
services, benefits and programs
to membership.
Michael brings over 20 years of
retail, e-commerce and marketing experience to the association,
drawing from previous roles at
Black & Decker, Levi Strauss & Co., Hudson's Bay Company, CanWest MediaWorks (now PostMedia Network),
and The Shopping Channel.

it's a millennial thing

Although there has been much talk about the rise of the Millennial Generation (individuals ages 16-34), their
tech-savvy nature and penchant for social media, little has been known concerning their shopping attitudes and
behaviours...until now. Boston Consulting Group recently conducted research which not only reveals that the
group likes to shop, but that they may enjoy doing so more than any generation previous.
A love of clothing

Shopping the chAnnelS

Consumers who shop for clothing more than twice per month

Retailers that hope to attract millennials must provide
an integrated online and in-store experience.

female

Millennial

male

38%

non-Millennial

10%

Millennial males
spend twice as much
on apparel per year
as males of previous
generations.

50% of Millennials
use mobile devices
to read user reviews
and research products when shopping,
compared to 21% of
non-Millennials.

Brick and mortar locations still appeal to
Millennials, but they prefer easy pick-up of
items purchased online, simple returns of
items and home delivery options
Millennials want to receive special mobile
or app promotions and make purchases
via mobile.

when in the store

millennials are influenced by a number
of different media channels, including:

a pleasurable in-store experience is critical in attracting millennials to brick and mortar locations.

Fashion magazine Retail websites
articles and editorials

apparel brand
websites

Social media
46% of Millennial males prefer
sales associates to wear store
merchandise, compared to 33%
of non-Millennial males.

Fashion blogs
canadian retailer | holiday 2014

54% of Millennials value roomier
stores in which music is played,
compared to 39% of non-Millennials.

45% of Millennial males value sales
associates who are trendy, compared to 22% of their non-Millennial
counterparts.

Millennial females shop almost twice as
often with their spouses, and twice as
often with groups of friends, than nonMillennial females.

Millennials want to research products,
comparison-shop, check prices, discuss their
experience, and make recommendations
through brand sites and social media.

channels oF inFluence

Strength in numberS

50%

Millennial females
purchase a third more
apparel per year
than non-Millennial
females, regardless of
their income.

Store associates

Canadian Retailer - Holiday 2014

Table of Contents for the Digital Edition of Canadian Retailer - Holiday 2014