At IAB Canada's X-Series: Metrics event on December 4, 2013, TC Media presented an in-depth look at the shopper landscape in Canada. Rich data points can be found within this presentation.

1. Looking at the Shopper Landscape
Insights from
The 2013 Shopper Journey Study

2. The Shopper Journey™ Study
What TC Media Knew
• Relationship between shoppers, retailers/brands is
increasingly complex
• Path to Purchase has the potential for many new
media touch points
• Consumer can be overwhelmed with the shear
number of competing messages.
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3. The Shopper Journey™ Study
What TC Media Needed to Know
• Market: How consumers’ needs change on the path
to purchase.
• Message: How content should be used, by channel.
• Media: To better understand the shopper’s path to
purchase.
• Moment: How to best allocate investment for ROI
optimization.
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4. The Shopper Journey™ Study
What TC Media Knew
An Overview
TC Media commissioned IMI International to assist with the development
and execution of a research study to quantify and validate the 4 M‟s –
Market * Message * Media * Moment.
 Review of over 40 studies.
 4700+ Canadians representing 9,000 trip evaluations
 Groceries, Drug & Pharmacy, Home Improvement,
Electronics, Sporting Goods, General Merchandiser
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5. Shopping Media Influence
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6. Primary Store Drivers
Top store drivers remain consistent even as the shift to digital continues.
Top 13 Store Drivers
Canada
Among P3M Shoppers (Avg)
Sample Size =
Above Average
3420
Convenient location
Grocery / Drug
Great everyday value for dollars
46
GM/Dept
Like the overall range/quality
5
57
44
-

7. Online Attitudes and Usage Show Opportunity
Over 60% find online easiest for product information yet only 1/3
feel that brands are effectively reaching them.
More loyal to retailers who send electronic updates
Have stopped reading printed newspaper/flyers, only
online/mobile
I click on the advertisements to get more information
Brands are effectively using the internet to reach me
Everything I do onlie want to do on mobile
Better online experience enhances brand perception
I trust product information I get online
Go online for deals before I go shopping
I trust consumer reviews that I read online
Less likely to purchase if can't find information online
I get the majority of my information online
Everything I need to know about a product I can find online
Online is the easiest way to get product/brand information
0
6
10
20
30
40
50
60
70

8. Mobile Attitudes and Usage
While 48% of shoppers find mobile marketing intrusive, the opportunity
lies in providing them with a relevant discount or coupon.
Likely to purchase a product if I receive a Mobile Marketing
message
Mobile Marketing makes me want to go out and buy that brand
Likely to be loyal to retailers who send relevant information to
mobile
Use my cell phone while shopping to get more product
information
Interested in receiving Mobile Marketingthat inform me of sales
Likely to be loyal to retailers that have a dedicated mobile site
Mobile Marketing only works if provided with a discount/coupon
Do everything on my phone that I do on my computer
0
7
10
20
30
40
50
60
70

9. Social Media Attitudes and Usage
Less than 1 in 5 interact with a brand using social media, but the same
number intend to increase their activity in the next 12 months.
I try to only purchase brands that are on social media
More likely to be loyal to retailers that use Pinterest (product
image)
More likely to be loyal to retailers that actively tweets
More likely to purchase if advertised on a social media
More likely to be loyal to retailers that use Facebook (product
updates)
I will interact with brands more in the next 12 months
I currently interact with brands via social media
I expect a response from brands
0
8
10
20
30
40
50
60
70

10. Content and Creative Approach
Different types of content achieve different things for different groups.
Educational Entertaining
Content
Driving
Engagement
Informative
Inspirational
Content
Content
Content
Moderate
Higher
Lower
Moderate
Driving
Behaviour
Higher
Lower
Moderate
Higher
Talk Value
Higher
Moderate
Lower
Moderate
Most Effective
Among
• 19-24 years
old
• Households
with children
•
•
•
•
Least Effective
Among
9
• Females
• 25 to 54 years old
• $100k-$150k
income
•
•
• 55+ years old
• Quebec
• Males
• 55+ years old
• Quebec
Males
Quebec
Females
13-18 and 25-39
$100k-$150k income
HH with children
• Females
• Younger than 55
• $100k+ income
• Males

11. The Shopper Journey
Meet TC Media
What Duncan… Knew
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12. Pre-Shopping Motivators
Flyer remains the strongest pre-store purchase motivator, especially
for Grocery (44%) and General Merchandise (41%)
Receiving a new product alert
Product sponsored or supports a Cause you like
Advertising on the internet you enjoyed
Receiving a coupon to download on the internet
Advertising on TV or radio you enjoyed
Receiving a product sample in the mail
Reading about a product in a magazine or newsletter
Receiving a coupon in newspaper flyer or direct mail
Seeing a recipe or meal solution idea (Grocery only)
Family member, friend or co-worker recommended…
Product was featured in the flyer
0
11
5
10
15
20
25
30
35
40

13. In-store Shopping Motivators
Point of purchase, overhead signage and display are most frequently
used shopping aids
QR code you scan to get product information
Digital display or at shelf product videos
Flyer on your tablet device (i.e. iPad)
Flyer on your mobile device
Window, floor or cart advertising
Product demonstration or in-store workshop
New product alert signage
Reward program signs (i.e. earn points)
Section labels that stick out from the shelf
Healthy choice signage
Product being sampled
Signs at the shelf providing product information
Print version of the flyer available in the store
Overhead signs that appear in the aisle
Signs calling out feature pricing
Product on display (i.e. end aisle, second location)
0
12
5
10
15
20
25
30
35
40

14. Post-Shopping Behaviours
Sharing a positive experience is the #1 action consumers take after
shopping and it happens most often on Electronics purchases – 28%
Post a comment on a social media site DURING…
Post a comment on a social media site AFTER you …
Post a comment on your Facebook or Twitter site
Enter a store or product promotion that you saw…
Tell your friends or family about a NEGATIVE …
Go to the store's website to seek out more…
Do an online search about a product you have …
Go to another store to shop immediately after…
Go on another store's website to price compare
Do an online search about another product you are…
Tell your friends or family about a POSITIVE…
0
13
5
10
15
20
25
30
35
40

15. Shopper Segments
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16. Shopper Segments
Four main segments of consumers emerge across the Shopper Journey
Completely
Engaged
Enthusiastically
explore both digital
and traditional
media
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Digitally
Driven
In touch with digital
media and tend not
to engage with
traditional media
Traditional
Driven
Although less likely to
go online, these
consumers read
flyers, pay attention to
instore POS and are
engaged by traditional
media
Disinterested
Consumers that are
least likely to be
engaging online and
through traditional
media, and are not
looking for media to
engage them

17. Shopper Segments Distribution
 Home Improvement & Sports sectors have 35%+“Digitally Driven” consumers
 1/3 of Grocery are “Completely Engaged”
 General Merchandise has the largest % of “Traditionally Engaged”
40
35
30
25
20
15
10
5
0
Grocery
Drug
Home Improvement
Completely Engaged
16
Digitally Driven
Electronics
Traditionally Driven
Sports
Disinterested
General
Merchandise

18. FOCUS: Home Improvement Sector
Media Behaviours
 More likely to be digitally driven shopper or more traditionally driven, but not
both – they index low within the Completely Engaged segment (i.e. all
media types)
Journey Stages
 Pre-shop: 61% will look at a flyer every week while the same number
find online the easiest channel to use to find product information
 In-store: Store navigation and signage are most important however also
using mobile to check price
 Post-shop: Most likely to talk about a positive experience
Media Channels
 Mobile:
 Online:
17
50% HI shoppers find mobile marketing intrusive, however 25%
are open to receive promotional updates on mobile
Over 50% do price comparisons online, with 47% viewing the
e-flyer

19. FOCUS: Pharma/Drug Retailers
Media Behaviours
 Represented across the shopper segments evenly, traditional segment
highest at almost 30%
Journey Stages
 Pre Shop: Flyers remain key. WOM ranks second but less important
than for other channels
 In-store: Less likely than average to engage with most types of instore merchandising, except reward program signage
(higher). Less likely to use mobile/tablet while shopping
 Post Shop: Less likely to engage in post shop behaviours
Media Channels
• Mobile:
• Online:
18
1 in 4 are open to receive promotional updates, 1 in 3 are
only interested if discounts are offered
Overall less likely to be on retailers websites 6 in 10 suggest
online is the easiest source for product info. 4 in 10 regularly
go online to check prices/look at the flyer

20. In Summary
Over 80% of Shoppers are engaged so targeting media will
drive results
Same Shopper uses different media for different channels
 to optimize ROI...you need to optimize the 4 M's –
Traditional media continues to not only be relevant but
essential.
Magic = Optimizing the 4M„s: Market * Message * Media *
Moment
 optimize each one to optimize ROI - Failure in ANY one
eliminates the success of all
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21. In Summary
The shopping journey in 2014 is increasingly driven by
science.
Embrace the facts to deliver a seamless consistent
compelling message of price, function, features and
benefits.
The result will be increased relevancy (for the shopper)
and better ROI (for the retailer)
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