Retail companies in Canada may not find this year to be a favourable time, amid store closures of some major brands and the rising popularity of e-commerce. Experts attribute this gloomy business environment to most businesses’ failure to recognize changing consumer preferences.
If your business is in Ottawa, social media marketing and mobile campaigns can be some of the solutions for this.
Toys ‘R’ Us Canada and Sears Canada’s business shutdown illustrated the impact of shifting consumer trends. Willy Kruh, KPMG global chair for consumer and retail, said that launching marketing campaigns tailor-made for millennials could be a solution.
At least four out of 10 young people still live with their parents. Since most millennials prefer online shopping, this habit becomes noticeable to their parents who in turn adopt the practice. By targeting millennials, there is a possibility of connecting with an older demographic at the same time, according to Kruh.
Retailers can achieve this by using some of the digital marketing trends that will be dominant in 2018.
Marketing campaigns for social media should be your priority when targeting millennial customers. For instance, Facebook and YouTube are the two most popular websites between July and September 2016 with almost 1.8 billion users and 1.3 billion users, respectively.
This presents a goldmine for possible leads and sales conversions. You can complement your social media strategy with a mobile campaign since most young people now own a smartphone. However, be sure to optimize your website for mobile phones.
A survey showed that almost 60% of users would recommend a business based on the efficiency of their mobile website.
Despite a rocky environment for retailers, Canadian businesses can still endure a tough year ahead by being familiar with consumers’ new shopping habits. This would be possible with the help of a digital marketing service provider.