加拿大在线购物者研究（英文版）_16页-1mb

Summary of the UPS Pulse of the Online Shopper™ Study (Canada, 2018)

Core Content

The 2018 UPS Pulse of the Online Shopper™ Study, conducted by comScore, explores the behavior and preferences of online shoppers in Canada. The report highlights the evolving nature of online shopping and identifies key trends that retailers should consider to remain competitive and meet customer expectations.

Main Points

Constants: Unchanging Aspects of Retail Experience

• Shopping Experience Satisfaction: 75% of online shoppers in Canada are satisfied with the overall online shopping experience, with satisfaction levels consistent since 2013. Satisfaction is highest on desktop/laptop (79%) and lowest in physical stores (59%).
• Shipping and Logistics: Consumers value quick order fulfillment and delivery. 61% expect next-day delivery for orders placed by 5 p.m., and 63% expect same-day delivery for orders placed by noon.
• Returns: 64% of those who have returned an online purchase in Canada prefer to return items to a physical store. However, 64% of returners ship returns back to the retailer, indicating a growing preference for return-to-retailer options. Free shipping and ease of use are the top reasons for this preference.

Movers: Areas of Growth

• Mobile Shopping: 81% of Canadian online shoppers use a smartphone, but only 41% make purchases on it, the lowest percentage among all surveyed regions. Despite this, smartphones are widely used for in-store research, such as reading product details, comparing prices, and looking up reviews.
• International Shopping: 83% of Canadian online shoppers have made purchases from international retailers, the highest among all countries surveyed. The U.S. is the most common source of international purchases (76%), followed by China (52%). The primary reasons for international shopping include unavailability of products in Canada, better prices, and unique offerings.
• Store Engagement: 70% of Canadian online shoppers indicate they will shop the same amount in physical stores as the previous year. About 60% of non-grocery purchases are made in-store. The "ship-to-store" service is gaining traction, with 34% of shoppers having used it and 43% planning to use it more in the future.

Emergers: Future-Ready Retail Trends

• Alternate Delivery Locations: 42% of Canadian online shoppers prefer shipping to alternate delivery locations, and 38% use them. Urban shoppers are more likely to use these options (47% of orders). Extended hours and reduced fees are also of interest.
• Marketplaces: 96% of Canadian online shoppers have purchased from a marketplace. 32% intend to research more, and 29% plan to purchase more on marketplaces. The main reasons for shopping on marketplaces are better prices, free/discounted shipping, and broader product selection.
• Retail Technologies: Chatbots are widely accepted for tasks like creating return labels and completing orders. However, there is less enthusiasm for robots in retail stores, with 53% preferring human interaction and 46% concerned about job displacement.

Key Takeaways for Retailers

• Deliver a Consistent Experience: Ensure a seamless experience across all retail channels to maintain brand consistency and customer satisfaction.
• Offer Flexible Delivery Options: Provide in-store pickup, alternate delivery locations, and expedited delivery to cater to growing consumer preferences.
• Elevate the In-Store Experience: Keep physical stores relevant by enhancing the in-store shopping experience.
• Empower the Shopper: Use in-store technologies and a robust mobile shopping experience to provide convenient product information and order processing.
• Focus on International Shopping: Canada has the highest rate of international purchases, so prioritize international shipping options to expand the customer base.

Methodology

• The study is based on a comScore survey of over 18,000 online shoppers globally, including approximately 1,100 from Canada.
• Respondents made at least two online purchases in a typical three-month period.
• Data was collected in Q1, Q2, and Q3 of 2017.