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PwC Up front | Issue 5 | Harnessing technology

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Up front Summer 2014 35 Consumers searching for their perfect match Canadian consumers are concentrating their shopping efforts, with more than half patronizing five or fewer major retailers. Multichannel shoppers are even more focused, with 97 per cent favouring fewer than five retailers. Making a strong connection to the consumer is key. INSIGHTS ONLINE Total Retail: Canadian customer expectations driving the next retail business model (PwC, 2014) Download the full report | www.pwc.com/ca/totalretail 48 % shop with one retailer 3 % shop with five or more retailers 49 % shop with two to five retailers Canadian multichannel shoppers 97 % shop with fewer than five retailers Better Food for All is also enhancing the customer experience at Sobeys stores, which are being transformed as the company trains staff to share their unique expertise everywhere from the produce aisle to in-store sushi bars. It's a move designed to help educate customers and rekindle their interest in food. "Twenty years ago, sushi was exotic, but now it's mainstream," Poulin says. "Habits and influences are changing what Canadians are expecting from a food store, and we need to respond to that. That's our challenge." There's more. A new Sobeys app offers meal- planning tips and healthy recipes to help direct shoppers' experience; it will eventually enable mobile shopping by allowing purchases directly from smartphones. In-store signage gets specific about the origins of certain products, listing the local farm where fresh apples were picked, for example. To enact such sweeping change, Poulin keeps it simple: put the right people in the right places, give brand direction and let them go to work. "The Jamie Oliver relationship is something I consider a big win, but that didn't happen from the C-suite," he notes. "It happened because our people understood what we're all about, connected the dots and made it happen. There's nothing I find more satisfying than seeing people connect those dots to make a difference in our customers' lives." Uf The leaders

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