Missed opportunities lead to 40% of Canadian online dollars going to the U.S.
Canadian retailers are falling significantly behind on e-commerce and digital marketing adoption, driving consumers who want to shop online to U.S. and other international e-tailers, according to a new study from L2 and ThinkShopper Google.
L2 and Google looked at 50 Canadian retailers, including Best Buy, Shoppers Drug Mart, Candian Tire, Indigo and Loblaws. Their study details where some companies have made gains online (Canadian Tire and Walmart), but specifically highlights retailers’ overall failure to take advantage of “omnichannel marketing” (using digital and e-commerce tools to drive more consumers in-store).
Who stands to benefit the most from these retailers’ failings? Unsurprisingly, it’s Amazon. The study’s authors say that with the introduction of Prime shipping to the company’s Canadian operations, the pressure on domestic retailers to get aggressive online and beat the “great white shark of retail” will drastically increase.
Check out the video introduction to the study below.
The full study can be found here.
