Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Canadian consumers want better online experiences

Only 20% are likely to purchase groceries online

One thousand Canadians took part in the survey that highlights how companies need to focus more attention on creating a strong return on experience rather than just focusing more broadly on return on investment.

When it comes to grocery shopping, the majority of Canadians (52%) want a seamless experience and find products easily in the story. However, only a third (32%) want quick and easy payment solutions including mobile and contactless payment. Micro-trips are the new norm, rather than doing one big shop during the week. Just over a quarter (26%) said they make "micro-trips" to grocery stores or supermarkets (i.e. in-store trips less than five minutes long) two to three times per week, 23% said weekly and 10% said daily or more. The report also indicates that only 20% of Canadians are likely to purchase groceries online.

Adoption of smart technology, including voice-enabled technology, continues to grow and evolve. Approximately half (52%) of respondents use smart technology to access information (current affairs and weather) and about one third (31%) to control other smart home devices. This rise in adoption provides many opportunities for retailers to drive personalized offerings and also change retail marketing by considering voice search (not just about a mobile friendly website anymore).

Canadians are also turning to technology to keep track of their health, in order to reduce wait times and have access to information in a timely manner. Nearly half (46%) of Canadian respondents said they're somewhat comfortable accessing health care products or services from a company with an application that collates all of their health care information in one place.

While uptake on consumer apps in health care has been on the slower side to date, 32% of all Canadians surveyed said they use health care, wellness, fitness and medical applications on their phone, smartwatch or tablet. That number rose to 37% for those aged 25-34. In addition to exercise and diet monitoring, stress and sleep tracking apps were the most important for those aged 25-34. Fertility and period tracking were popular among the younger age group as well.

The report highlights a list of imperatives for companies to improve ROX, including understanding customers, treating data respectfully and fusing customer experience with employee experience.

"Canadians want ease and convenience when shopping and they are using more technology to help them with decision-making. With more technology platforms aggregating data, retailers should tailor their offerings to make unique experiences for customers," says Myles Gooding, National Retail Leader, PwC Canada. "With more brands selling through the multi-channel approach, it's important for any company to offer a unique experience to its customers to create brand loyalty."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)