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Canadian e-commerce providers are struggling to keep up with consumer demands

March 26, 2014

According to one recent report, many Canadian e-commerce providers are failing to offer their customers the omnichannel support that they desire.

According to one recent report, many Canadian e-commerce providers are failing to offer their customers the omnichannel support that they desire. 

A recent study from L2 Intelligence found that only 18 percent of Canadian consumers make use of multiple channels while shopping. That’s significantly lower than the amount of individuals who do so in the U.S., in the U.K., in Japan and in other countries – illustrating how Canadian retailers are falling behind their peers in regards to digitizing their products, marketing strategies, and engagement techniques. 

Claude de Jocas, lead researcher of the report at L2, even told Mobile Commerce Daily that this would likely drive consumers away from local retailers and toward large online retailers such as Amazon. 

“We were surprised that most retailers weren’t taking the Amazon threat more seriously and responding with investments in fulfillment infrastructure, particularly as Amazon.ca continues to move into highly competitive product categories following the launch of Prime in Canada,” Jocas told the news outlet.  “The department stores category in Canada hasn’t had the same burning platform as in the U.S. to launch aggressive digital and omnichannel programming.”

Jocas went on to tell Mobile Commerce Daily that many Canadian service providers are failing to transfer their loyalty programs and other offerings to the digital sphere. Only 30 percent of Canadian retailers maintain online real-time inventory statistics, for example, and only 14 percent currently offer online reservation services. 

“Even in areas where Canada over-indexes versus other mature markets, such as participation in retail loyalty programs, digital is de-prioritized,” Jocas told Mobile Commerce Daily. “Only three loyalty programs in Canada have been fully integrated with a mobile app, leaving many iconic programs largely analog.”

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