Thursday, March 18, 2010

Canadian shoppers are tech-savvy

According to a IBM global survey that included 4,000 Canadians, Canuck shoppers are amongst the most loyal to their primary retailer and likely to use technology and social media to empower themselves and make purchase decisions.

The survey, which included an additional 28,000 consumers from five other countries, demonstrates the changing economy is giving rise to the smarter consumer - one who uses technology to make more informed buying decisions, exchange information with peers, make purchases on-the-go and shop across multiple channels. Not only are consumers becoming more demanding, but they are also more willing to participate in the shaping and success of brands they like. Sixty-nine percent of Canadian respondents said they want to work with retailers to co-design new products and provide suggestions on services that better meet their personal needs.

Canadians ranked behind China, India, Brazil and the UK among those who said they would move their purchases away from their primary retailer because of better prices, product selection or customer loyalty programs. Only shoppers in the US were less likely to shift purchases for those reasons.

The study also revealed how shoppers want to use different technologies for different activities:

   -   84 per cent want to use websites to access and print coupons

- 75 per cent want to use mobile phones to find out where the nearest
store is located

- 72 per cent want to see what goods are in stock before going into the

You can read the complete press release here.

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