In addition to wanting to attract consumers to the store, retailers are also increasing their efforts to offer an efficient and pleasant online service. In this regard, Shop Santé, Simons and the SAQ, three Quebec companies, rank at the top of a pan-Canadian ranking of the best shopping experiences on the web.
David’s Tea, Lufa Farms and Penningtons, all local retailers, are also included in this Wow 2022 list, a study conducted by Léger. The results of the survey on the various performance indicators in the retail trade are unveiled on Thursday.
Shop Santé, a company that specializes in dietary supplements, is visibly doing well in terms of its digital strategy. The retailer, which has more than twenty stores in Quebec, is also among those whose online advertisements are the most interesting, according to the respondents interviewed by Léger. Dans un Jardin, with its body and bath products, and Chocolats Favoris also stand out. “It’s a Canadian study and the brands that stand out are very strong brands in Quebec,” said Pablo Stevenson, CEO of Ressac, Leger’s digital performance division, in an interview.
“Shop Santé plays the humor card a lot. It’s a sensitive chord in Quebec. Our advertising culture is very much based on humour. »
25%
Among the salient points that emerge from the analysis presented by Léger, one concerns the effectiveness of digital strategies. Thus, 1 respondent out of 4 will make a purchase after being exposed to an online advertisement, after having received a personalized email offering products likely to please him or after having read a publication on social media.
“It shows that the more personalized we are, the more we have the possibility of converting advertising into a purchase,” said Mr. Stevenson, referring to emails sent by retailers. This tool can anticipate needs or create a need even before the consumer realizes it. »
57%
Another interesting fact: only 57% of people believe they have been exposed to online advertising. “Advertising is becoming more and more natural,” recalls the expert. It’s super personalized so it feels like it’s not advertising. If I were a retailer or an advertiser, I would find that to be good news. This means that advertising is potentially more effective. »
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