Study: Canadians, US shoppers shop differently

A Quadrant Marketing study of 1,913 shoppers found that Canadian shoppers are very different than their US neighbours. The study could change the way marketers look at shoppers.

When it comes to retail store planning for Canadian shoppers, studies often focus on what is happening in the United States. A recent study shows that focus is not the best approach in Canada with Canadian shoppers differing from their U.S. counterparts. In the US list making is commonplace with three in four preparing a list before a shopping trip. In Canada over 50 percent of shoppers don't generally bother with making a list before heading out the door. Many American shoppers (79%) look at price when it comes to picking a retail location. Only 55 percent of Canadian shoppers look at price focusing on convenience, store hours, assortment, and reward programs as factors on their shopping experience. Displays in stores do influence Canadian shoppers (48%) more than U.S. shoppers (20 %). "In the absence of specific insights about Canadians, marketers often try to leverage U.S. shopper research," says Molly Spinak, president of Quadrant Marketing in a press release. "There are vast differences between Canadian and U.S. ethnographic and retailer landscapes. What works in the U.S. doesn't necessarily work in Canada. The research shows that we Canadians need to be engaged both by brands and by channel in our own unique ways. Even within Canada, Quebec consumers shop differently than those in other provinces. Now we can give our clients fact-based insights and a competitive edge. Point-of-purchase is an important battleground for brands today, so we took on this first-of-a-kind Canadian study as a way to help our clients with spending their dollars more effectively."