eMetrics Marketing Optimization Summit

eMetrics Marketing Optimization Summit

January 22, 2008 16:40 ET

eMetrics Marketing Optimization Summit: Canadian Business & Retailers Face Growing Online Threat From US Competitors

Industry Web Marketing and Analytics Summit to Share Insights into Addressing Online Challenges and Capitalizing on Opportunities

TORONTO, ONTARIO--(Marketwire - Jan. 22, 2008) - Despite the fact that online ecommerce and retail activity continues to grow in Canada it is not clear that Canadian business is getting its fair share of the growth in eCommerce activity that is notably being taken up by US online retailers. That is the opinion of a number of web measurement and performance experts who will be gathering in Toronto at the end of March to share insight and perspective with Canadian markets on the state of eCommerce in Canada. The eMetrics Marketing Optimization Summit will take place from March 31st until April 2 at the Toronto Marriott Eaton Centre and is one of a series of five annual summits organized worldwide by eMetrics.

Evidence of a lag in capitalizing on growth online can be seen in recent reports from such organizations as J.C Williams that have identified a 2 to 4 year lag in the growth of web commerce in Canada compared to the U.S. This comes at a time when the recent rise of the Canadian dollar has led to increased online business from US retailers such as L.L. Bean and others who are starting to see their Canadian market growth numbers make Canada a priority market. At the same time, with few exceptions, Canadian retailers have been slow to take a more aggressive and importantly, more effective path to ramping up their online presence.

"Many retailers in Canada haven't exactly raced to provide extensive online shopping, said Jeffrey Grau, senior analyst at eMarketer, who wrote the report on Canadian e-commerce. "They're content to sell through their stores and don't want the technical headaches of running a website. They don't want the costly challenges of marketing in two languages and shipping to geographically dispersed customers."

The combined effect of increased online consumer activity and the continuing slow pace of adoption by Canadian retailers are leading some to suggest that Canadian eRetailing may grow opportunities for US retailers to take over market share left vacant by hesitant Canadian players.

"It is stunning to see the contrast between the two markets and the hesitancy of many Canadian retailers to employ simple and proven steps to protect and grow their market share and prospects for growth online," says Jim Sterne, founder of the Web Analytics Association and Chairman of the eMetrics Marketing Optimization Summit. "When tied to web analytics tools and strategies, websites can become one of the most effective and flexible channels to allow retailers to give their customers exactly what they want."

Sterne notes that global ecommerce leaders such as Dell are sending the signal to the markets that the internet is the most important element in their marketing mix. Dell recently announced the creation of a Joint Venture with WPP to co-found a web marketing firm that will set the standard for tying marketing planning, strategy and spending to audit and tracking of performance against ROI.

"As leading online retailers become even more dedicated to the web channel and using it strategically to measure, analyze and direct their marketing outreach, it would appear Canadian retailers are still waiting to take the most basic steps of using analytics to track their web performance, "said Sterne. "If US retailers address their delivery issues in the Canadian market, they could potentially leap frog Canadian retailing in their back yard and displace them with their forward looking customer base in Canada."

To address the threats and opportunities facing Canadian Retailers, the Web Analytics Association will be holding a one day seminar breakfast meeting at the Marriott Toronto Downtown, Trinity Ballroom, in Toronto on Tuesday, February 5th, 2008, 7:30 am - 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.

Contact Information

  • Media Contact:
    C2E Consulting
    Lars Hansen
    (416) 406-9966
    Email: lars@c2e.ca