The Social Shopper: A Lens into the future of Retail Experiences

Issue
February 2011

The Social Shopper:
A Lens into the Future of
Retail Experiences

Insights for your business

EXECUTIVE SUMMARY

For retailers and product manufacturers, the When it comes to creating a digital strategy, retailers
importance of knowing who their customers are—and and manufacturers need to ground their approach in a
how they shop—has never been more essential than it deep understanding of consumers, including the role
is today. As we all know, the Internet and social media the product plays in their lives and the experience
have created a landscape where consumers are a they want to gain from buying it. It requires listening
more significant force than ever before. to and learning from the consumer and establishing a
response that demonstrates a desire to place them at
That is why, at Delvinia, we wanted to better understand the centre of the experience. As much as any product
the consumer-retailer/manufacturer relationship. or retail environment needs to communicate a unique
We asked ourselves: In a world with so many brand experience, to an even greater degree it needs
available options, what should retailers and product to connect with the individual customer.
manufacturers be doing to court this new consumer?
In fact, highly social and digitally-inclined shoppers are
Based on our research, we identified seven the lens into the future of retail experiences. Retailers
major trends. need to find out what proportion of their customers
are highly social users of technology, and from
1. Digital dominates pre-purchase research there they can determine the urgency of integrating
digital technologies into their customer experience.
2. Product categories influence
Understanding the retail experience through the eyes
pre-purchase behaviour
of those consumers will provide retailers a glimpse
3. Price is the top consideration into the future of all customers.

By digging deep into consumer insights, retailers
4. Offline channels are still preferred for
and manufacturers can better identify social and
confirming availability
time-starved consumers—those who are leading the
5. Consumer reviews are the preferred choice way in the digital space. Those who fail to take their
for vetting products cues from these connected shoppers are missing an
opportunity. These are the customers of the future
6. Appetite for social content extends to mobile and they will respond positively to efforts to
connect digitally.
7. Consumers are increasingly clicking in-store
By sharing and acting on customer insights, retailers
Delvinia’s proprietary AskingCanadians™ online and product manufacturers can leverage digital
research community has been collecting information media to create customer experiences relevant to
about the attitudes and digital behaviours of the needs of each consumer group. Just keep asking
Canadians for the past four years. Digital behaviours the question: How does this experience validate and
vary from product to product, but they also vary from reward my consumer? There are only a few on the
person to person. This is just one tool that confirms new digital frontier who really understand this.
this. Understanding which behaviours are most
common amongst the consumers of a particular
product or retailer, and then determining how those
consumers interact with that product or in that retail
environment, is key.

2

contents

Introduction............................................................................................................... 4
Survey findings ..................................................................................................... 5–12
Digital Canadians: which are your customers?.................................................... 13–15
Implications for retailers and product manufacturers .......................................... 16–17
Conclusions ............................................................................................................ 18

introduction

For retailers and product manufacturers, the That is why, at Delvinia, we wanted to better understand
importance of knowing who their customers are—and the consumer-retailer/manufacturer relationship.
how they shop—has never been more essential than it We asked ourselves: In a world with so many
is today. As we all know, the Internet and social media available options, what should retailers and product
have created a landscape where consumers are a manufacturers be doing to court this new consumer?
more significant force than ever before.
To answer this question, we decided to start by
Consumers have the ability to research products on getting to know them better. Which channel do they
brand and retail websites that provide buying guides, prefer at each stage of the buying process and
detailed product reviews and the ability to make why? Does this preference differ from product to
direct comparisons. While price remains the number product, or retailer to retailer? Where does mobile
one piece of information individuals search for online, come into play? Exactly how important is social
consumer reviews and recommendations are sought media? These and many more questions were the
out more often than any other item, including product focus of a survey we conducted with members
details, promotional offers, product availability and of our proprietary AskingCanadians™ panel in
expert opinions. November of 2010. Delvinia’s research revealed the
following seven trends.
Given the ease of access to online information,
combined with the even greater scope of social media
dialogue, retailers and product manufacturers need to
acknowledge that consumers—specifically digitally-
savvy consumers—have greater control in the retail
environment. And although that group may be small in
size, it is growing rapidly.

4

survey findings
Figure 1. Approximately how often do you
research products online prior to making
1. DIGITAL DOMINATES
PRE-PURCHASE RESEARCH
purchase decisions?

75% to 100% Less than 10%
of the time of the time
Online shopping is here to stay and online research 36% 6%
is an integral part of the shopping experience. Sixty- 10% to 24%
of the time
one per cent of Canadian shoppers surveyed say they 14%
research products online prior to making purchase
decisions for at least one out of every two purchases
(Figure 1)i. Furthermore, at least half of all shoppers 25% to 49%
of the time
report that the Internet is their preferred channel, 20%
over telephone and in-store, for six out of seven pre-
purchase activities (Figure 2). 50% to 74%
of the time
25%

Base: Canadians who research purchases
online, N=360.

Figure 2. Which environment do you typically find most useful for
completing each of the following activities?

Direct purchasing a product 83% 13% 4%

Determining whether an item is
in stock / available 45% 32% 12% 10%

Comparing prices
42% 51% 1% 7%

Gathering information about the
general product type 35% 49% 15%

Gathering specific information
about a particualar product(s) 35% 55% 9%

Seeking coupons or
other promotions 29% 53% 17%

Trying to locate a store that
carries the product 26% 58% 5% 11%

Hearing recommendations
or reviews 22% 56% 1% 21%

In store On the internet Telephone No preference / I do not do this

Base: Have purchased online in the past 6 months, N=500.

5

2. PRODUCT CATEGORIES INFLUENCE PRE-PURCHASE BEHAVIOUR

When it comes to researching products prior to Beyond pre-purchase information gathering, consumers
making a purchase, Delvinia finds that consumers of packaged goods in general, including pet products
are five times more likely to opt for the Internet over and health supplements, favour in-store interactions
the in-store environment when shopping for home to satisfy most information needs, including product
electronics, media, and appliances – digital and recommendations and price comparisons.
technological products in themselves. By contrast,
shoppers prefer to conduct in-store research for more
personal, consumable items like apparel, beauty and
cosmetics, and groceries. In fact, consumers are 68
per cent more likely to gather pre-purchase information
about apparel in-store than online (Figure 3).

Figure 3. Most useful channel for pre-purchase information gathering on a
specific product by category

83%
Home electronics or computers
15%

73%
Media (books, music, videos)
19%

Children's toys baby products 69%
25%

Household appliances or furniture 63%
31%

Home decor and accessories 58%
32%

55%
Health / nutritional products (e.g. supplements)
36%

44%
Pet products
41%

40%
Beauty and cosmetics
50%

34%
Groceries
49%

32%
Clothing
54%

Internet In store

Base: Have purchased online in past 6 months, N=500.

6

3. PRICE IS THE TOP CONSIDERATION
Finding the best price is critical for everyone and it represents the number one information item that consumers
search for on manufacturer and retail websites. In total, 93.1 per cent of respondents search for information
related to price, retail stores with the best price, or promotional offers online (Figure 4)ii.

Figure 4. What information are you looking for when you research products online?

Price 84.9%

Consumer review / recommedations 65.0%

Product specifications / details
(colour, size, capabilities, etc.) 62.4%

Retails Store(s) with best price 60.1%

Promotional offers 57.3%

Product availability 49.9%

Expert opinions recommending
the best product 48.4%

Consumer reports 45.3%

Retail locations 45.0%

Ideas / solutions 35.0%

New product launches 29.3%

Other, specifiy 2.0%

Base: Research purchases online, N=346

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4. OFFLINE CHANNELS ARE STILL PREFERRED FOR CONFIRMING AVAILABILITY

Only when it comes to checking the availability of stock does online trail the in-store experience. (We also glimpse
a continued role for the telephone.) Overall, only 32 per cent find the Internet useful in determining whether an
item is available or in stock at a particular store (see Figure 2 above). For some retail categories, this is more
consequential than others. This is particularly true for furniture and large appliances, where timeliness and
shipping are significant factors in making a decision to buy. Here, 46 per cent prefer to check in-store for product
availability, while 34 per cent of shoppers prefer to log on, and 17 per cent simply pick up the phone (Figure 5).

In contrast, consumers of electronics and media share a strong preference for checking stock online, and are
among the least likely to wait until they are in a store to confirm product availability. For these buyers, if retailers
fail to offer reliable stock information online, they also risk losing sales from those shoppers who prefer to
purchase in-store.

Figure 5. Preferred channel for determining if an item is in stock

56%
Home electronics
23%
or computers
15%
56%
Media (books,
31%
music, videos)
7%
43%
Children's toys,
baby products 35%
17%
37%
Home decor and
42%
accessories
10%
Household 34%
appliances 46%
or furniture 17%
Health / 30%
nutritional products 47%
(e.g. supplements) 11%
18%
Pet products 54%
13%
18%
Clothing 56%
11%
17%
Beauty and
59%
cosmetics
14%
14%
Groceries 63%
7%

Internet In store Telephone

Base: Have purchased online in past 6 months, N-500.

8

5. CONSUMER REVIEWS ARE THE PREFERRED
CHOICE FOR VETTING PRODUCTS

Word-of-mouth has always been a key factor in the
purchase process, but the Internet has increased
its power ten-fold. In fact, for online shoppers, peer
reviews are second only to price. Delvinia’s research
“ Everyone likes to feel that they’ve made
the best decision when shopping, and
peer reviews are often a way for buyers
finds that 65 per cent of Canadian shoppers look
for consumer reviews and recommendations while to confirm their choice—whether they
researching online (see Figure 4 above). are mobile users or not. Retailers who

From the brand perspective, peer ratings and reviews use shelf space or in-store display
can be uncomfortable because they require brands to
to highlight constructive discussion
surrender control of their message. However, onsite
discussion allows shoppers to gather rich insight about products and their benefits can
into products with minimal effort, while delivering
enhance the shopping experience and
equally rich consumer feedback to brand and product
managers, and retailers alike. In fact, peer feedback gain consumer trust, as they validate

”
is so highly valued that consumers would prefer retail
their desire to be informed.
websites provide peer reviews over fancy tools to
help them select products (Figure 6).
Amy Sullivan
V.P. Customer Insight

9

Figure 6. When you are shopping on a retail website, how important is each of
the following features to you?

Product information in comprehensive 66% 28%

Shipping policy is easy to find and read 58% 29%

Can locate stores near to you 56% 33%

Can compare prices of different products 56% 35%

Return policy is easy to find and read 27% 42%

Provides store contact information 52% 35%

Can compare features of different products
on one site 46% 42%

Can read consumer product reviews 45% 40%

Can zoom in or rotate image of product 40% 40%

Has selection tools to identify the
recommended for you 27% 42%

Very important Somewhat important

Base: Prefer Internet over other channels for any part
of the purchase cycle, N=462.

10

6. APPETITE FOR SOCIAL CONTENT EXTENDS TO MOBILE

Not only are shoppers increasingly using peer ratings and reviews to guide their purchase decisions--their use
is going mobile. Delvinia’s research finds that nearly one in five Canadian smartphone owners use their phones
to search for product recommendations while shopping (Figure 7). In fact, the number of smartphone users who
search for this information rises dramatically to 40 per cent when iPhone owners are isolated.

Figure 7. Which of the following activites have you completed online,
using your smartphone, in the process of shopping?

Take a picture of a product in-store 32.5%

Locate a store that carries the product 26.6%

Gather information about the general
24.9%
product type

Compare prices 23.2%

Gather specific information about a
22.4%
particular product(s)

Find product recommendations or reviews 19.0%

Contact customer service 16.9%

Download a coupon or other promotion 13.5%

Determine whether an item is in stock 11.0%

Post to social network about a product 8.0%

Directly purchase a product 7.6%

Use a QR code to get product information 6.3%
or a better price
Post to a social network about a 5.5%
purchase experience

Write a product review / rate a product 4.2%

None of the above 43.9%

Base: Smartphone owners, N=237.

11

7. CONSUMERS ARE INCREASINGLY
CLICKING IN-STORE

Another growing element of the mobile shopping
experience is the use of camera phones. Delvinia’s
research finds that one-third of Canadian smartphone
owners have used their phone to take a picture of a
“ Some consumers are using the
in-store visit as an extension of
browsing online. Using their mobile
product while shopping (Figure 7). A further 9.7 per
cent cent have used their phone to post to a social phone to snap pictures of items as a
network about their experiences. reference for themselves or to send to a

However, many retail locations prohibit the use of friend or spouse is a common behaviour.
cameras in-store, with the intention of ensuring the
A quick snapshot of a product sent
security of merchandise and curtailing efforts to copy
it illegally. For mobile-savvy shoppers, however, this home with the quick text message ‘is
can cause frustration and diminished loyalty, and
this the right product?’ can save a lot of
importantly, it can cost sales. Notes one individual in
a discussion of the issue at Yahoo! Answers, “I take
photos in stores all the time. I use these photos to
show my wife what is on sale, or an item that I’d like
for her to return to the store later to check out.” He
frustration later.

Randy Matheson
”
Director, Emerging Media
concludes, “Businesses cannot afford to alienate
customers.”

Retailers who want to connect with today’s shoppers
need to revisit these policies and weigh the risks
against the consequences. While the pros and cons
may vary from retailer to retailer, or even product
to product, those in the business of serving young,
digitally-savvy consumers in particular, need to find
ways to bridge this gap.

12

digital Canadians:
which are your customers?

The analysis above illustrates typical uses of digital Understanding which segments are most common
media in the purchase process. Digital behaviours amongst the consumers of a particular product
vary from product to product, but they also vary or retailer, and then determining how those
from person to person. Delvinia’s proprietary consumers interact with that product or in that retail
AskingCanadians™ online research community has environment, is key.
been collecting the attitudes and digital behaviours of
Canadians for the past four years. This is just one tool At Delvinia, we help our clients understand this by
that confirms this. looking at a customer experience through the lens of
a particular digital segment. For example, if a large
Every year we collect data from more than 25,000 of proportion of an organization’s customer base are
our panellists regarding their attitudes towards, and high social users of technology, we would look at
usage of, digital technology. Working with Generation5 creating an experience that reflects their perspective
Mathematical Technologies, these responses have and brings them in touch with other consumers in that
been projected across every postal code in Canada, product category.
providing the foundation for a segmentation model
using Generation5’s mosaic clustering system based To illustrate this way of thinking we have created two
upon Canadians’ ownership versus social usage scenarios based upon the diversity of consumer/
of technology. Overall, this segmentation clusters retailer relationships and the way customers use
together into three large groups distinct from the digital media. Scenario 1 is typical of the savvy,
average—social, time-starved and lagging. socially engaged consumer, while Scenario 2 reflects
the life of a more time-starved consumer.
Socially-engaged Canadians include those for whom
technology is not just a means of keeping organized, Figure 8. Digital behaviour major segments
but it is also a lifeline to family and friends and
to the digital universe at large. The time-starved
segment includes groups of Canadians for whom
technology is a means to an end. It is a tool to help Social
Social usage of technology

them manage their hectic lives. They tend to own
a number of devices, including smartphones, and
are comfortable in the digital space, but their use of
technology for social purposes is limited. Distinct Average

from each of these groups are the laggards. These
individuals tend to be late-adopters or do not own ed
arv
technology at all, they may be overwhelmed or st
Lagging e-
m
alienated by digital media and they rarely leverage it Ti
for social or other purposes (Figure 8).

Ownership of technology

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SCENARIO 1: TOM SHOPS FOR A DIGITAL CAMERA

Tom is a gadget junkie who is entirely at home online. Next Tom plugs his preferred make and model into a
He enjoys using his new toys as much as he enjoys couple of shopping sites to establish an acceptable
shopping for them. Today he is in the market for a price range. He realizes that this will be a sizable
digital camera. investment, so he ultimately prefers to make the
purchase offline, at a reputable shop within a
He begins by looking online to learn about new reasonable proximity. That way, he can handle the
developments in the technology. He wants to camera a bit before buying, and chat in-person with
understand whether he should buy a digital SLR someone knowledgeable, who can help him out if he
or a point and shoot. He does some reading on has any troubles later.
websites for photography enthusiasts, including sites
published by some of the established photography With all of this freshly gathered information in mind,
magazines. Then he lobs a few questions out in he pulls up a map of camera retailers nearby and
some forums, hoping to reel in advice from a pro. links through to their sites to see who has the product
The users at one site point him to a Twitter feed from in-stock at his preferred price. Tom identifies Pics
a photojournalist who also writes tech reviews. He Plus as having the best price and he has confirmed
takes in all the chatter with ease and enthusiasm. that they have the camera onsite. But the users at
From his perspective, the more information the better. Shutterbug.com rave about the sales staff there, and
they too have the camera available at a fair price. He
Finally, he decides to buy a digital SLR. Now he can buy it today! He drops by Shutterbug after work
needs to create a shortlist of brands and models and tries it out. Because he no longer needs to know
and get a sense of the investment he needs to put the basics about the camera, he has time to consider
down. He searches for digital cameras on Google some great auxiliary products recommended to
and locates some sites with product reviews from him by the store staff. Tom completes his purchase
consumers and experts. He zeroes in on a Leica, and and heads home for a weekend of shooting. Now
visits the manufacturer site to learn more. The site he always consults the staff at Shutterbug when he
gives him product specs, but it also recommends wants added insight.
different models for different types of photographers
and provides tips on how to get the best shots
under different circumstances. He’s learning about
landscape photography, and becoming more intrigued.

“ Making the transition seamless from the online experience to the offline experience is
the challenge. If there’s a gap in service levels or a process misalignment, retailers lose
credibility and consumers lose momentum.

Sara Durning
”
Director, Strategy & Experience Design

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SCENARIO 2: MOLLY BUYS GROCERIES

Molly is a busy career mom with a three-year-old
daughter. She rarely has time for herself, much
less to surf or chat online like some of her friends.
She’s unlikely to shop online; there’s just too much
information to wade through and not enough time. But
she’s not averse to technology. She has a smartphone
and a penchant for any app that helps her day go
more smoothly.

On the weekends she shops for groceries and
usually brings her daughter along. While at the store
this weekend, Molly refers to her grocery list on
“ Many years ago, not being able to get
enough information about products
and services was a pain point for
her smartphone and notices an alert that there is a
children’s mobile game from Fruity-O’s available for consumers. Today, consumers have
free. The game was created by Fruity-O’s and made
available to shoppers by the retailer while in-store. the opposite problem. They are
overloaded with disjointed pieces
Molly downloads it and offers it to her daughter.
The game is subtly branded and it promotes healthy of information. Consumers want a
eating, so she feels good about letting her child play.
succinct and consistent presentation
While her daughter is preoccupied with the game,
Molly is able to navigate the store with ease. of product and service information. As

At the end of the game, Fruity-O’s offers a coupon
a customer experience advocate and
along with a message from the retailer, indicating a consumer, I look forward to seeing
which aisle has the product. Molly makes her way to
the correct aisle and picks up a box of Fruity-O’s on better curation of product and service
her way out. At checkout, she shows the clerk the information and experience through
coupon on her smartphone and receives a discount
on the cereal. stronger collaboration between
retailers and product brands. After all,
Not only did Molly enjoy some savings on this trip,
but with her child occupied and her own hands free, who has the time to sift through all that

”
Molly enjoyed a coffee from the in-store café, took
disjointed information?
in the atmosphere, and treated herself to some new
products that caught her eye along the way. She also
told three friends about the experience before the Rosalina Lin-Allen
weekend was over. Director, Client Strategy

15

implications for retailers and
product manufacturers

When it comes to creating a digital strategy, retailers Highly social and digitally-inclined shoppers are the
and manufacturers need to ground their approach in a lens into the future of retail experiences. Retailers
deep understanding of consumers, including the role need to find out what proportion of their customers
the product plays in their lives and the experience are in fact highly social users of technology, and from
they want to gain from buying it. It requires listening there they can determine the urgency of integrating
to and learning from the consumer and establishing a digital technologies into their customer experience.
response that demonstrates a desire to place them at Understanding the retail experience through the eyes
the centre of the experience. As much as any product of those consumers will provide retailers a glimpse
or retail environment needs to communicate a unique into the future of all customers. If retailers don’t make
brand experience, to an even greater degree it needs an effort to understand these new consumers, they are
to connect with the individual customer. missing the opportunity to connect with the customer
of the future.
Retailers and manufacturers can’t assume that all
consumers are alike. Remember, they vary in their For product manufacturers, we recommend
comfort levels with digital technology. Some shoppers connecting with consumers to understand drivers,
feel empowered by all that the Internet has to offer, such as: What’s unique about his lifestyle that
while others are overwhelmed. compels him to buy the product? Which of the brand
values resonate with her and why? What else is
Consumers also vary in the experience they seek happening in their lives at the time that this product
when buying different products. The information becomes relevant? What added value can the brand
junkie may want to cut to the chase when buying the provide to address complementary needs in the daily
critical item he needs today, but he may bask in the lives of my consumers? Are my consumers digitally
dialogue for that more discretionary treat. Which engaged, and if so, how?
consumer are you courting? Take a close look at
the intersection of your product with their life in the
digital space.

“ Consumers’ expectations of brands have shifted in powerful ways. Brands can’t lead just
by making more noise than the other guy. The other guy has changed. Interaction points
have changed. Consumers are more empowered. It’s not about what you say; it’s about
what you do and what other people say about it. Hoping they have nice things to say isn’t
much of a strategy.

Andrew Kinnear
V.P. Customer Experience
”
16

We invite product manufacturers to share these With a rich knowledge of your consumer, you can
insights with their retail partners, and in turn then evaluate the experience through their eyes. In
encourage retailers to build on the insights by the two scenarios illustrated above, brand managers
asking questions like: How do the needs addressed and retailers tapped into this knowledge to deliver
by this product at home also find expression from an experience that reflects an appreciation of their
the consumer when she’s in my store? What other consumers’ needs beyond the basics. Shutterbug
needs remain unmet that we can address? How do may have leveraged segmentation insights to
consumer attitudes toward this product extend to their help staff recognize Tom as an informed buyer
attitudes about their preferred retail environment? and prosumer, and thus engage him in a richer
What does this suggest about how the product can conversation. The makers of Fruity-O’s, together with
best be merchandized, priced and promoted through the retailer, understood all too well how stressful
my store? How do my customers use digital channels grocery shopping can be with a busy toddler. Each of
to shop for the products I stock? How else are they them listened to their consumers and learned from
engaged online? How do they use mobile? them, considered their product category, and met
them where they are at.
We encourage clients to expand their dialogue with
business partners to establish a more comprehensive
understanding. Retailer/manufacturer collaboration
only increases the likelihood of success. By sharing Consumer
digital
and acting on consumer insights, retailers and behaviour
product manufacturers can leverage digital media to
enhance the customer experience in ways that are
uniquely relevant to their specific consumers and
product category. Customer
Product
Brand Experience
category
Strategy
In short, at Delvinia the first step is always to
listen and learn—dig deep into consumer needs,
attitudes and behaviours. We look for ways that the
product brand and the retailer are linked through
the customer online. These connections facilitate
Channel
the creation of seamless, synergistic shopping
experiences that help the customer solve a problem,
spark an idea, or start a conversation.

The grocery and cereal partners in particular
showed tremendous innovation and a willingness to
experiment, or play, with digital technology to connect
with shoppers. They delivered a solution that employed
Retailer Customer Product brand
the lens we at Delvinia recommend. That is the lens
that is found at the intersection of four critical inputs
in to the retail experience: consumer digital behaviour,
channel, product category and brand. That is to say,
know who your customers are, how digitally engaged
they are, how they leverage different channels when
shopping for in your product category, and how they
relate to your brand specifically.

17

conclusions

By digging deep into consumer insights, retailers and Retailers must also listen to their customers to
manufacturers can better identify social and time- determine how to develop digital strategies that
starved consumers—those who are leading the way in enable them to connect. Simply ignoring or refusing
the digital space. Those who fail to take their cues from to inhabit the digital world can result in mutual
these connected shoppers are missing an opportunity. consumer/retailer alienation, leaving both retailers
These are the customers of the future and they will and manufacturers to grapple with shrinking
respond positively to efforts to connect digitally. consumer loyalty and sales. Get closer to these
consumers by providing solutions and experiences
Retailers must also understand how each of these that reflect a knowledge of their lives overall, not
groups uses technology to interact with their merely as buyers of specific products or patrons of
products and must be receptive to the changing specific retail outlets. These consumers will reward
needs and wants of their customers. They need to you for the risks you take. The social shoppers in
revisit the fundamentals of their business—product, particular will reward you with valuable feedback that
place, price and promotion—and be prepared to you can use to learn and further refine your offer.
adjust and respond effectively. But the power to
modify the old four P’s is no longer exclusively the By sharing and acting on customer insights, retailers
purview of the retailer or product manufacturer, and product manufacturers can leverage digital
and the context in which these decisions are made media to create customer experiences relevant to
extends well beyond the in-store environment. the needs of each consumer group. Just keep asking
the question: How does this experience validate and
reward my consumer? There are only a few on the new
digital frontier who really understand this.

END NOTES

i This data is derived from a separate proprietary
survey conducted by Delvinia from September 28 to
October 18, 2010 with a representative sample of 360
Canadians online.

ii ibid

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ABOUT DELVINIA ABOUT THIS RESEARCH

Founded in 1998, Delvinia is a digital strategy and This proprietary survey was conducted from
customer experience design firm. With customer November 19 to 22, 2010 with a sample of 500
insight capabilities powered by AskingCanadians™, Canadians who shop online. Respondents were
our online community of 160,000 Canadians, we sourced from Delvinia’s own AskingCanadians™
are able to gain customer intelligence to fuel our panel. Established in 2005, AskingCanadians™ is
award winning strategy and design team. Delvinia is Canada’s most influential online survey community
dedicated to helping its clients in the financial, media, with a panel of more than 160,000 members across
education, retail and technology sectors craft effective Canada. Joining the AskingCanadians™ panel is
digital solutions anchored in customer behaviour. free to Canadians who are in the age of majority in
the provinces they reside, or have the permission of
Our mission is simple: create experiences that their parents or legal guardian. Qu’en pensez-vous™
enrich people’s lives. We work in partnership with (www.quenpensez-vous.com) is the sister community
our clients to inspire new thinking and approaches in Quebec. www.askingcanadians.com is owned
that deliver results. We believe digital platforms can and operated by Delvinia Data Collection for more
create deeper connections between companies and information go to www.delvinia.com/askingcanadians.
consumers; by focusing on relevancy, utility and Delvinia also wishes to acknowledge Shoptoit
ongoing engagement. We also believe that great (www.shoptoit.ca), which surveyed a sample of 360
experiences are built in collaboration with the people customers about their online shopping behaviour, for
that use them and continually evolve to meet their their contribution to this report.
changing needs.

STAY TUNED

Watch for your invitation to the next Delvinia Webinar
featuring more insights from our latest retail research,
including case studies that bring the Delvinia
perspective to life.

Contact Delvinia today to discuss the significance of
these insights for your business.

Delvinia
370 King St West
Toronto, ON
M5V 1J9
www.delvinia.com

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The Social Shopper: A Lens into the future of Retail Experiences

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