Canada NewsWire
TORONTO, Nov. 9, 2017
TORONTO, Nov. 9, 2017 /CNW/ - The days of writing letters to Santa, perusing gift catalogues and holiday shopping day countdowns are quickly fading: Canadian consumers are increasingly turning to digital tools such as voice-recognition powered technological concierge services as they shop year-round for holiday gifts, according to Accenture's 2017 Holiday Shopping Survey.
Now in its sixth year, the survey found that Canadians are continuing to leverage technology to solve for a more convenient holiday shopping experience, with 66 percent of shoppers saying they are familiar with Google Home and 75 percent are already using it/would definitely use it/are willing to use it and 61 per cent are using – or are aware of – Amazon Alexa, to buy gifts this season. Additionally, 66 percent of Canadian shoppers who responded to the survey said they first check Amazon before looking or buying anywhere else.
The research findings also revealed that nearly half of respondents want online wish lists to make the task of holiday shopping easier. In fact, more than half of Canadian shoppers (56 percent) said that being presented with ideas for gifts for occasions and people would make their respective shopping experiences easier.
"This year, Canadians are putting a high premium on convenience and digital when it comes to getting their holiday shopping done," said Robin Sahota, managing director of Accenture's Retail practice in Canada. "Canadians are also moving toward being 'shopped and wrapped' earlier than ever before, which means retailers must seize the opportunity to innovate and by offering a distinctive experience, lay the foundation for more profitable, year-round relationships. The key is to define their purpose, engage in a way that is memorable and be clear about the role they will play in shoppers' lives."
According to the survey, the rise of constant discounts from deal websites and Amazon Prime Day have lured more than half of Canadian shoppers, who are now shopping for holiday gifts throughout the year, including 65 percent of older millennials (age 28-37) and 63 percent of Gen Z (18-20) consumers. The move away from deep-discount shopping days continues, with fewer Canadian respondents likely to shop on Boxing Day this year (64 percent), down from 70 percent last year. Further, 57 percent of shoppers said they are less inclined to shop on Boxing Day and 48 percent are less inclined to shop on Black Friday.
"There is a growing trend that shows Canadians are less willing to shop during major deal days, specifically Boxing Day and Black Friday," said Kelly Askew, managing director of Accenture's Retail Strategy practice in Canada. "Winning over the Canadian consumer will require providing active, rather than passive, shopping inspiration. This might mean proactively offering gift recommendations for a certain person, to help retailers influence a consumer's purchase before they even think about searching for ideas."
Online, mobile and social media sites continue to be the most popular tools that the survey respondents say they use to conduct their holiday shopping, with their use increasing over the past year by five percent for online, 100 percent for mobile, and 33 percent for social media. At the same time, in-store shopping has decreased by 11 percent. YouTube (46 percent) is the main social channel consumers use to make shopping decisions or purchases, followed by Facebook (42 percent).
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The survey found that while Canadian shoppers have embraced technology to seek and purchase gifts, they are considerably less open and understanding of new ideas when it comes to certain delivery options. Specifically, 37 percent of all respondents said they would not order drone delivery for their holiday gifts, if available. Another 29 percent said they do not understand what drone delivery is.
Other key findings include:
Methodology
Accenture surveyed 1,500 Canadian consumers about their holiday shopping habits in September 2017. Respondents were sourced equally from the Toronto, Montreal and Calgary areas. The survey was conducted online and used input from consumers who have purchased an item for personal use online or in store within the last six months.
About Accenture
Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions – underpinned by the world's largest delivery network – Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 425,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Accenture plans to hire 1100 people in Canada this fiscal year. Visit us at www.accenture.com
SOURCE Accenture
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