Web Analytics Association

Web Analytics Association
eMetrics Marketing Optimization Summit

eMetrics Marketing Optimization Summit

January 22, 2008 17:00 ET

Language and Culture may not be Enough to Protect Quebec Retailers in the Online World

Montreal Chapter of Web Analytics Association Meeting to Share Insights on Addressing Online Challenges

MONTREAL, QUEBEC--(Marketwire - Jan. 22, 2008) - Despite growth in online ecommerce and retail activity it is not clear that Quebec business is moving to take advantage of the trend and that Quebec-based business risk losing their traditional customer relationships to foreign players in the online world. That is the picture being painted by local and international web experts in an upcoming forum in Montreal where the local business and web industry experts will be gathering at a regional meeting of the Web Analytics Association to discuss the challenges and opportunities for Quebec business on the web.

With the percentage of Quebecers' online increasing (71.5 % in November 2006 and 72.3% in June 2007 CEFRIEO) ecommerce activity is on the rise as well. (Canadians buying online increased 34 % to 45 % between 2004-06). However it is not is not clear that this growth is translating into increased revenue for Quebec-based retailers.

Recent news stories in the past year have highlighted the efforts of US Giants such as eBay and Amazon and their investments in the French language capabilities and optimization of their websites targeting the Quebec market. It is expected that the increased Quebec market traction resulting from these efforts will continue to grow in 2008.

"The truth is that Quebec retailing has been able to traditionally rely on our unique culture and language as a barrier against foreign competitors who would have tried to enter the Quebec market in the past," said Stephane Hamel, from Montreal based web analytics consulting firm, Immeria. "That advantage is not as important online and Quebec retailers need to start acting now to protect their status of preference among Quebecers or risk losing it to competitors from not only out of province, but out of country."

The web presents a double edged sword to retailers in any market as it both increases the potential business opportunity as well as the scope of competitors that business is likely to face. The need to strategically address a retail web presence with clear cut commitment to web analytics and the use of that data to adapt the online offering is a key principle for success online.

"There are proven methodologies and simple and straightforward steps that retailers can take to protect and grow their market share in both online and offline transactions," says Jim Sterne, founder of the Web Analytics Association and Chairman of the eMetrics Marketing Optimization Summit. "The growth of web commerce is clearly both a threat and an opportunity to Quebec retailers. Active use of strategic web analytics tools can help Quebec retailers to level the playing field and help them successfully navigate the changes that will be thrust upon them today and in the coming months."
Recently leading Quebec retailers such as Archambault have taken steps to upgrade their web performance and site design using analytic tools and processes to help them better target customers online and offer them more of what they're looking for. The results are already starting to pay dividends and the company plans to continue and expand its use of web analytic solutions.

To address the threats and opportunities facing Quebec Retailers, the Web Analytics Association will be holding a one day breakfast seminar at the Delta Montreal - Opus II Room, in Montreal on Wednesday, February 6, 2008, 7:30am - 10am. The forum will allow attendees to share and discuss the challenges at hand, and what steps can be taken to improve the state of their online presence.

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