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Joanne Haywood (IDC)
416.673.2284 office
647.444-2284 cell

Sally Ritchie (IDC RCC)
416 922-6678x228 office
416 922-8011 cell

IDC Canada Retail Insights & Retail Council of Canada Find Retailers Betting on Mobile Applications to Drive Customer Loyalty

-April 12, 2012-


International Data Corp Canada (IDC Canada) and Retail Council of Canada (RCC) today announced initial results from one of the most in-depth enterprise mobility studies conducted in the Canadian retail sector.

The research revealed an increased trend toward support for omnichannel retail. Consumers are demanding it, and retailers are responding by investing in mobile technology to engage the customer, as well as empowering their employees and sales associates. Yet Canadian retailers are challenged as they square off against the bigger mobility picture in an effort to build loyalty and deliver on customers' expectations about their experience.

Despite the unstoppable mobile trajectory, Canadian retailers face some significant obstacles particularly since mobility spans multiple touchpoints. These points include operations, marketing, commerce, as well as merchandising. Complex mobile ecosystems and IT integration challenges can be daunting in the wake of reduced budgets.

Highlights from the research include:

  • Canadian retailers "catching up" to the realities that:
    • Consumers have outpaced them in adoption of bringing mobile into the store.
    • Retailers are two years behind their US counterparts, in terms of mobile infrastructure investments and application deployment.
  • 40 per cent of retailers are planning to use mobile devices to interact with customers within three years (24 per cent this year).
  • Anticipated benefits of mobile implementations include: bigger baskets, improved customer experience and loyalty as well as a greater brand presence.
  • In addition to budget and integration issues, retailers are challenged to find qualified internal expertise to deliver on the mobility vision.

Although improving overall mobility capabilities across the enterprise remains a high priority, Canadian retailers are still split in terms of executing on the vision with only 38 per cent developing a holistic mobile strategy.

IDC Canada Retail Insights will be presenting highlights from this study at an upcoming retailer-only event: Digital Retail Technology In-Store Assisted Selling: Survival of the Fittest Mobility Blurs the E-Commerce Lines. The event will take place on April 26, 2012 at Toronto's Arcadian Loft. Contact Noor Manji for more information or Register Now.

The event will feature:

  • The Physical Lynchpin: Engaging the Omnichannel Shopper In-Store
    Leslie Hand, Research Director at IDC Retail Insights
  • Enterprise and Customer-Facing Mobile Strategy at Groupe Dynamite
    Michel Joncas, Vice-President IT at Groupe Dynamite
  • Think Tank Roundtables
    Mobile Marketing - Mobile Operations - Mobile Commerce
  • Retail Panel Discussion - Staples, Groupe Dynamite and More
    Enabling the Retail Store for Higher Levels of Customer Engagement

Research was conducted between January and March 2012, with more than 152 web-based retailer respondents and 10 retail executive interviews. The research was sponsored by a number of leading industry mobility providers: TELUS, Motorola Solutions, Sentry Metrics, Allegro, Zebra Technologies, Epicor, StepOne Systems and Unified Mobility. For additional insights, visit the Canadian Enterprise Mobility Microsite where upcoming white papers and reports will be posted.


View Video Commentary

Leslie Hand
Research Director, IDC Retail Insights
  • "Canadian retailers see mobility solutions as playing a major role in improving omnichannel and mobile commerce. A selection of Canadian retailers are leading the way including with its virtual store, Lowes recent iPhone deployments, and Starbucks PayPal support in Canada."
  • "Additional motivation to improve overall mobility capabilities across the enterprise comes from the increasingly strong presence of US retailers taking more dominant positions in Canada and the threat that omnichannel retailing could eventually eliminate any notion of a border."

Diane J. Brisebois
President & CEO, RCC
  • "Interactive retailing is a key investment driver for Canadian retailers - consumers are demanding it.”
  • "As the research shows, it's all about using mobility to engage customers with price and inventory availability and choice look-ups, as well as proximity-based offers, and digital displays. These approaches capture the customer's attention and help guide them toward increased loyalty as well as making purchase decisions."

Please contact Joanne Haywood or Sally Ritchie respectively to arrange an interview, or for additional bios/quotes.


Retail Council of Canada (RCC) has been the Voice of Retail in Canada since 1963. We speak for an industry that touches the daily lives of Canadians in every corner of the country — by providing jobs, career opportunities, and by investing in communities. RCC is a not-for-profit, industry-funded association representing more than 45,000 store fronts of all retail formats across Canada, including department, specialty, discount, and independent stores, and online merchants. RCC is a strong advocate for the Canadian retail sector and works with all levels of government and other stakeholders to support employment growth and career opportunities in retail, to promote and sustain retail investments in communities from coast-to-coast, and to enhance consumer choice and industry competitiveness. RCC also provides its members with a full range of services and programs including education and training, benchmarking and best practices, networking, advocacy, and industry information. Visit


International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. For more than 46 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting


IDC Retail Insights assists retail businesses and IT leaders, as well as the suppliers who serve them, in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services. Staffed by senior analysts with decades of industry experience, our global research analyzes and advises on business and technology issues facing the retail industry. For more information, please visit and the IDC Retail Insights Community.


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