The Best And The Worst Canadian eCommerce Shopping Experience, Holiday Season 2015

Eradium Holidays 2015 Blog Mall Feature

The Best And The Worst Canadian eCommerce Shopping Experience, Holiday Season 2015

Who are the winners and the losers of the retail Holiday Season 2015 in each of key areas that influence Canadian eCommerce shopping experience?

The holiday season has come and gone like every year in a blink of an eye. Was it different or just the same like any other year? This is the question I ask myself every mid-January. We spent tons of money, over-ate and had too much family time. It was pretty much the same for retailers with most doing the same old game but a few stood out of the pack. We will review some of the 5 key areas that influence our Canadian eCommerce shopping experience and choose our 2015 Holiday winners and losers. (I will not include Amazon to make this list fair).

The areas that we review are:

  1. Omni-Channel Experience
  2. Shipping
  3. Marketing
  4. Innovation
  5. Emails Relevance
  6. Incentives

Omni-Channel Experience

Eradium Holidays 2015 Blog Omni Channel

Winner

Walmart

Eradium Holidays 2015 Blog Wal Mart

You were able to purchase an item through the e-commerce site and just select in-store pick up. After just 2 days you received notification that the item is ready for pickup in locker location you have previously selected. You have 7 days to then pick up the item. Through the whole process you receive notification of where the product is and when it finally lands in the locker. Pick up for the locker is super easy and takes 2 minutes.

Loser

Sears

Sears has an arrangement with smaller stores in the area where you can pick up your items. The issue is those stores are not open late and do not have a modern fast way to pick up the packages. The process is cumbersome and really not friendly to the consumer. It is almost just easier to drive to the store or buy somewhere else.

Shipping

Eradium Holidays 2015 Blog SHIPPING

Winner

Altitude-sports.com

Eradium Holidays 2015 Blog Attitude Sports

A small Canadian retail that was able to offer Free and Fast shipping during the holiday season. That is pretty amazing.

Loser

Canadian Tire

Still does not offer home delivery only instore pick up. That is sad that one of the biggest Canadian retailers can not properly organize delivery.

Marketing

Eradium Holidays 2015 Blog Marketing

Winner

Adidas

Eradium Holidays 2015 Blog Adidas

The brand offered cool and catchy promotions that motivated a purchase. It has also offered purchases through various channels as well as a phone number to solidify a sale for all those uncomfortable with online shopping.

Loser

Indigo

Eradium Holidays 2015 Blog Indigo

The subject line and the main offer were totally mismatched.

Would you open an email with 10% or 50%? I guess 50%! What a missed opportunity.

Innovation

Eradium Holidays 2015 Blog Innovation

Winner

Pier 1 Imports

Eradium Holidays 2015 Blog Pier1 Imports

They offer in-store pickup option, 15% to mark the year, as well as merchandise for New Year celebration. This is a breath of fresh air as most other stores just trying to recycle their Christmas/Boxing day sales.

Loser

Lululemon

Eradium Holidays 2015 Blog Lululemon

The brand has a very specific communication tone for their weekly promotions. I wish they could change it and spruce it up for the holidays. Their marketing was super boring. There is nothing holiday relevant in this campaign.

Emails Relevance

Eradium Holidays 2015 Blog Email

Winner

Old Navy

Eradium Holidays 2015 Blog Old Navy

Old Navy almost always executes their email campaign very well, and  they did  well this time with the holiday content incorporated in the communication.

Loser

Bench

Eradium Holidays 2015 Blog Bench

Too many emails and not really holiday appropriate. How many emails can you send about jackets? It is not coffee, you do not to buy a new one every day.

Incentives

Eradium Holidays 2015 Blog Incentives

Winner

Lowes

Eradium Holidays 2015 Blog Lowes

There were incentives to purchase more of what you actually need and not what the store is trying to liquidate.

Loser

Canadian Tire

Eradium Holidays 2015 Blog Canadian Tire

There were no interesting or cool promotions. There was nothing holiday oriented in their digital communication period. They kept sending their weekly flyer as usual but in order to get people to read the flyer there has to be some catchy info in the email communication. Digital marketing is still a mystery to this retailer.

For Next 2016 Holiday Season

How do I see my dream holiday Omni-channel experience?

You find what items you are interested in online and add them to the store wish list, you come to the store look at the items, and select only what you want to buy. The store then ships some of them to your relatives in Vancouver, I pick up one for me and the rest go back on the shelves. That is truly innovative.

I really think that the term Omni-channel is a bit misleading. Shopping experience should be pleasant, all channel aside. The more pleasurable it is the more people shop so I think we need to get away from all these terms and focus on the experience of the actual shopper and how to make it the easiest way to sell more.

Let the next holiday season planning begin.

Anna Battrick
anna@eradium.com

Anna Battrick is Eradium’s Director of Ecommerce Services, has an extensive background in retail marketing and project management. With over 10 years of managing complex projects from inception to completion while always maintaining “it can be done” spirit. The world of retail is not only a professional interest but also a personal hobby which lets Anna see the other side of retail, from a shopper perspective. This helps create engaging marketing programs that speak personally to the shoppers interests and engage them in a conversation.



To start a dialog about your next eCommerce initiative