There are currently more than 202,000 physical retailers throughout Canada (1). As this nation has always been associated with one of the most diverse and thriving economies, it only stands to reason that these businesses have enjoyed a substantial amount of success in the past. However, even some major brand names failed to appreciate the true scope of the digital community until relatively recently. This has enabled small- to medium-sized enterprises to make their presence known within an increasingly competitive digital landscape. We are witnessing a slight paradigm shift. The majority of Canadian retailers are now heavily focused upon marketing their products and services within the digital domain. What are some of the steps which have already been taken and what does this ultimately signify for the shopping experience of the average consumer?
Making the Transition into the Digital Ether
Ironically enough, smaller businesses will often have an easier time making this transition when compared to large Canadian retailers. This arises from the simple fact that logistics play an important role. A startup firm offering only a handful of products can normally establish an effective website in a matter of days. It could take a large company weeks or even months to perform the same task. This is why many retailers will “roll out” their online campaigns in a piecemeal fashion.
Another way in which retailers have begun to capitalise upon the online community is through the use of bespoke smartphone applications and mobile-responsive websites. This makes perfect sense, as many individuals are now utilising smartphones to access the Internet. Such applications are not only intended to provide the latest deals and bargains. They are also effective ways to increase online brand recognition and therefore, loyalty.
Additionally, many firms are putting a new “spin” on more traditional products. This is particularly relevant when referring to the gaming community. While brick-and-mortar outlets will still offer well-known games such as Monopoly, we are now witnessing digital versions such as Monopoly Live at Leovegas. Although there is no doubt that this is an excellent way to have a bit of fun, we also need to recognise the fact that marketing a product in such a fashion will often lead to an increase in real-world sales.
A Streamlined and (Sometimes) Straightforward Shopping Experience
So, how have these changes begun to impact the average Canadian consumer? The majority of shoppers will state that they enjoy being provided with the opportunity to purchase products via the Internet. Not only does this offer a greater sense of convenience, but the fact that competition is rife often signifies that they can encounter great bargains within a few clicks. They are likewise no longer required to travel for miles at a time in order to purchase a hard-to-find item. This is great news for those who may live in more remote locations.
Still, some retailers have yet to provide their shoppers with a truly streamlined experience. A handful of issues still persist including (but not always limited to):
- Pages that fail to load properly.
- Websites that are not compatible with mobile devices.
- A limited number of payment options.
- Poor levels of customer support.
These can present very real stumbling blocks, as consumers will often look elsewhere if a specific site does not offer a user-friendly edge. So, retailers will also need to employ the use of digital experts in order to enjoy a strong online presence. This digital trend is expected to change the retail industry and yet, there is no doubt that brick-and-mortar stores are not going away any time soon.
