Canadian Retailer - Fall 2016 - 31
M-COMMERCE
we're close, but because 'we get you'," says Buors.
Facebook has also opened a slew of opportunities for
local retailers. "You can advertise easily and cost effectively in a highly targeted way," says Stewart.
Social media can be a trove of data. Over half of Facebook users access the network exclusively via mobile. A
large percentage of those users never close Facebook on
their phone. If it's running in the background, Facebook is
tagging your demographic information. So a retailer can
learn the age, gender and time of day of people passing by
the business, and tailor ads accordingly. The data is there,
and the next piece is to get push notifications out. Local
firms can be much more nimble at this, says Buors.
Mobile plus a strong e-commerce presence can "allow a smaller retailer to play in a much bigger world,"
adds Halazon. He says the biggest challenge isn't the
technology but the traffic. Over 450 merchants have
active storefronts on shop.ca, from one-shop retailers
to national and international chains. More than half of
visitors now arrive on the site via mobile.
"People are spending more time on mobile, so it becomes a natural progression that most of shopping will
follow through on mobile," says Halazon.
A 2016 Nielsen report titled "Global Connected Commerce" poses whether mobile and other forms of ecommerce are friend or foe for the store. "The truth is,
online shopping is a two-way street. Consumers aren't
simply 'showrooming'-browsing in store and then going online in search of the lowest-cost option. They're
also 'webrooming'-researching online and buying in
stores," says Nielsen.
Payments are just one focus of m-commerce, which
remains part of a broad retail strategy. "Ultimately, you
want to give consumers choice and allow them to pay
how they want to pay," says Accenture's Magder. There's
much more to leveraging mobile, he says. "It's important
to look at the entire purchase lifecycle, pre-purchase and
post-purchase, to steer more customers to you, and have
them spend more when they're there and come back."
To Shopify's Normore, "mobile increases the touchpoints with your consumers". It's a personal device that
accommodates tailored messaging. "Personalization is
the biggest piece," he says. "Consumers can browse and
shop in their own way, on their own time."
Mobile can drive awareness, traffic and sales, to all
forms of e-commerce and also to bricks-and-mortar retailers. Remember that the physical store with the highest sales per square foot-Apple-sells a certain transformative mobile device that starts with the letter "i".
The irony isn't lost on Stewart.
"The store isn't dead," he says. "That's an example
of the omnichannel. There is no one magic path to the
consumer and their affinity."
www.retailcouncil.org/cdnretailer
FALL 2016 | CANADIAN RETAILER
| 31
http://www.retailcouncil.org/cdnretailer
Table of Contents for the Digital Edition of Canadian Retailer - Fall 2016
Publisher’s Desk
Retail Currents
Retail Research
Independents’ Corner
Retail: At Issue
The Future of Retail
Technology for the Good
E-Commerce Next Practices
The State of Mobile Payments
Aldo Launches ‘Store of the Future’ at Westfield World Trade Center
The Hottest Summer in Half a Century
Once More Unto the Breach
Advertiser’s Index
Canadian Retailer - Fall 2016 - bellyband1
Canadian Retailer - Fall 2016 - bellyband2
Canadian Retailer - Fall 2016 - cover1
Canadian Retailer - Fall 2016 - cover2
Canadian Retailer - Fall 2016 - insert1
Canadian Retailer - Fall 2016 - insert2
Canadian Retailer - Fall 2016 - 3
Canadian Retailer - Fall 2016 - Publisher’s Desk
Canadian Retailer - Fall 2016 - 5
Canadian Retailer - Fall 2016 - Retail Currents
Canadian Retailer - Fall 2016 - 7
Canadian Retailer - Fall 2016 - insert3
Canadian Retailer - Fall 2016 - insert4
Canadian Retailer - Fall 2016 - Retail Research
Canadian Retailer - Fall 2016 - Independents’ Corner
Canadian Retailer - Fall 2016 - Retail: At Issue
Canadian Retailer - Fall 2016 - 11
Canadian Retailer - Fall 2016 - insert5
Canadian Retailer - Fall 2016 - insert6
Canadian Retailer - Fall 2016 - The Future of Retail
Canadian Retailer - Fall 2016 - 13
Canadian Retailer - Fall 2016 - 14
Canadian Retailer - Fall 2016 - 15
Canadian Retailer - Fall 2016 - 16
Canadian Retailer - Fall 2016 - 17
Canadian Retailer - Fall 2016 - 18
Canadian Retailer - Fall 2016 - 19
Canadian Retailer - Fall 2016 - Technology for the Good
Canadian Retailer - Fall 2016 - 21
Canadian Retailer - Fall 2016 - 22
Canadian Retailer - Fall 2016 - 23
Canadian Retailer - Fall 2016 - E-Commerce Next Practices
Canadian Retailer - Fall 2016 - 25
Canadian Retailer - Fall 2016 - 26
Canadian Retailer - Fall 2016 - 27
Canadian Retailer - Fall 2016 - The State of Mobile Payments
Canadian Retailer - Fall 2016 - 29
Canadian Retailer - Fall 2016 - 30
Canadian Retailer - Fall 2016 - 31
Canadian Retailer - Fall 2016 - Aldo Launches ‘Store of the Future’ at Westfield World Trade Center
Canadian Retailer - Fall 2016 - 33
Canadian Retailer - Fall 2016 - The Hottest Summer in Half a Century
Canadian Retailer - Fall 2016 - 35
Canadian Retailer - Fall 2016 - 36
Canadian Retailer - Fall 2016 - 37
Canadian Retailer - Fall 2016 - Once More Unto the Breach
Canadian Retailer - Fall 2016 - 39
Canadian Retailer - Fall 2016 - 40
Canadian Retailer - Fall 2016 - 41
Canadian Retailer - Fall 2016 - Advertiser’s Index
Canadian Retailer - Fall 2016 - cover3
Canadian Retailer - Fall 2016 - cover4
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