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eTail Canada set for May 16

 27 February 2017     Michael J. Knell 

TORONTO – The growing power and potential of e-commerce will be the focus of eTail Canada, a three-day conference and high-level networking event set to be held here from May 16 to 18, 2017.

In unveiling this year’s agenda, the organisers noted that the largest Canadian online retailers are growing faster than their U.S. counterparts, in large part by selling aggressively to U.S. consumers while benefiting from less intense online competition for the business of Canadian consumers. eTail Canada will bring together some of the biggest retailers from both Canada and the U.S. to network and discuss the challenges and opportunities presented by a borderless e-commerce landscape.

Among the themes to be explored this year include building an online marketing mix that drives business value, mobile optimization, creative content creation, optimized in-store experience, borderless business, breaking down silos and more.

Megan Kessler“We are very excited to not only welcome a stellar speaking faculty, but to address the most pressing concerns brought forward by those operating in the Canadian retail market at this year’s event,” Megan Kessler, program director for eTail Canada said in a statement.

“We spend months speaking to the executives who are working in this environment every day, and researching what themes and topics would create the most intriguing agenda for our audience,” she continued. “This year’s event is no different in that we are bringing the future of retail to the forefront for brands of all sizes in the retail and e-commerce space.”

Among the confirmed speakers for this year’s event are: Melanie Teed-Murch, president of Toys R Us and Babies R Us Canada; Brandon Stranzl, chief executive officer and executive chairman of Sears Canada; Amy McSharry, senior product manager (digital experience) for Tempur Sealy International; and, Josephine Yue, manager of e-commerce digital products for Home Depot Canada, among others.

Kessler points out that 76% of Canadians are purchasing online, making e-commerce one of the fastest growing retail segments in the country. “In fact, the Canadian e-commerce market grew by an estimated 16.8% to $29.6 billion last year,” she said, adding, “Canadians will spend $39 billion online by 2019, representing 9.5% of all retail purchases in Canada.

“Our research has shown the biggest factor in revenue growth for Canadian companies has been those that have adopted a customer-centric model,” Kessler continued. “Marketers who personalise their online shopping experiences have noted a 760% increase in revenue.”

What’s key, Kessler believes is for retailers to build an online marketing mix that drive value. “Offering buyers options to browse, buy and deliver gives your business the foundation for a great online experience – not just for at home in Canada but cross-border. It’s time for Canadian businesses to think outside the borderline.”

Their research has also shown that 72% of Americans who are open to cross-border shopping would consider buying from Canada.

She also maintains furniture, mattress and major appliance retailers have much to gain by coming to eTail Canada and notes that a number attended the 2016 conference. These included senior managers from retailers such as EQ3, Lastman’s Bad Boy, Urban Barn, Elte Carpet & Home, and Staples Canada, among others.

“Retailers and brands must reinvent their physical stores to better suit the behaviors and expectations of today’s hyper-connected consumers,” Kessler said. “The salesforce must be as educated as the buyer, and be able to serve the customer if product is unavailable at the store.”

For more information about this year’s event, which will be held at Hyatt Regency Hotel in downtown Toronto, visit its web site at www.etailca.com.

Editor’s Note: Home Goods Online will be a media partner for the 2017 edition of eTail Canada.


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This HGO article was written by:
Michael J. Knell
Michael J. Knell

Michael is the publisher and editor of Home Goods Online. A seasoned business journalist, he has researched and written about the furniture, mattress and major appliance industries in both Canada and the United States for the past three decades.


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