Compare Online and Offline Shopping Habits with ClickSpendTM February 11th, 2020 Michele Sexsmith, Senior VP & Practice Leader ©2020 Environics Analytics Introduction Michele Sexsmith Senior Vice President & Practice Leader Retail, Real Estate & Entertainment 2 ©2020 Environics Analytics Agenda • Introduction to ClickSpend • Canada’s Click Climate • Case Studies 3 ©2020 Environics Analytics The Problem • Increasing competition • Increasing consumer expectations • Limited metrics to evaluate performance • Limited understanding of consumer behaviour and customer journey • Limited actionable information to drive strategy 4 ©2020 Environics Analytics Introducing ClickSpendTM ClickSpend™ Powered by J.C. Williams Group is an essential new resource for retailers that reveals which products consumers prefer to buy online vs offline. • Provides the online habits of consumers across 14 different product categories • Allows comparisons of online market share to your own share in the same product category • Identifies where to adjust merchandising mix for items that consumers prefer to buy in-store 5 ©2020 Environics Analytics The Solution • Partnering with best-of-class researchers, develop empirically derived estimates of online expenditure by a variety of key categories • Link to small-area geographies to facilitate insights both in tandem with first-party and third-party data 6 ©2020 Environics Analytics ClickSpendTM Summary Online Expenditure by ClickSpendTM Category • Total expenditure is broken into 14 major consumption categories • Three estimates for each category: • Total expenditure • Online expenditure • Offline expenditure • All estimates are for the “current year” (2019) and estimated at the postal code level 7 ©2020 Environics Analytics Data Sources • The principal data source is the survey underlying J.C. Williams Group’s Canadian E-Tail Report • The survey goes to field in January and July with about 2,500 respondents in each wave • ClickSpend uses three waves of the survey with a total of 7,802 respondents • A set of control totals for online expenditure are derived using a combination of Statistics Canada, Euromonitor and Environics Analytics statistics 8 ©2020 Environics Analytics Methodology Data Methodology • J.C. Williams Group’s • Econometric Forecasts • 45 Consumption E-tail survey • Hierarchical Modelling Estimates • HouseholdSpend • Mathematical • For 800,000+ • Control Totals Optimization Postal Codes 9 ©2020 Environics Analytics A Member of The Financial Data Suite 10 ©2020 Environics Analytics A Member of The Financial Data Suite Can be used in conjunction with HouseholdSpencd 11 ©2020 Environics Analytics The Household Spend Universe Aggregate Expenditure 2019 ($ Billions) $1.15 Trillion in Total Current Consumption 12 ©2020 Environics Analytics The ClickSpendTM Universe Aggregate Expenditure 2019 ($ Billions) • The ClickSpend consumption $329 Billion: universe is a subset of the entire ClickSpend Eligible Consumption universe defined in HouseholdSpend $1.15 Trillion: Total Current Consumption • The ClickSpend universe encompasses the 14 largest online consumption categories of goods (services are not included) • ClickSpend estimates the consumption channel of 28.6% ($329 billion) of HouseholdSpend’s $1.15 trillion in current consumption 13 ©2020 Environics Analytics The Online Universe Aggregate Expenditure 2019 Online Expenditure by ClickSpendTM Category • Of the $329 billion in ClickSpend’s eligible current consumption, $49 billion, or (15%) was spent online. Total Current $1.15 Trillion Consumption $329 Billion Online Eligible Spend $49 Billion in Total Online Spend $49 Billion Online Spend 14 ©2020 Environics Analytics Change in % Spent Online 2018-2019 Overall and by Category Avg 2019 Avg 2018 • Online spend overall has increased from $41B in 2018 to $49B in 2019 • And the % of spend online has increased YoY: • overall from 12% to 15%, and • in virtually every category 15 ©2020 Environics Analytics Agenda • Introduction to ClickSpend • Canada’s Click Climate • Case Studies 16 ©2020 Environics Analytics Online Penetration by Category Online Spend vs. Online Share (Bubble Size = Avg $ Spend / Household) Average Online $ Spend / Hhd $ 600 $ 450 $ 200 $ 100 17 ©2020 Environics Analytics Variation by Category and Market Online Spending per Household by Umbrella Category, 2019 18 ©2020 Environics Analytics Online Expenditure Levels Vary Within Cities % Share of Total Eligible Expenditure Online 2019 Montreal Ottawa Calgary Halifax 19 ©2020 Environics Analytics The Greatest Variance is at Category Level Despite Similar Average Online Expenditures, Composition Varies Dramatically $4,026/ Hhd $3,588/ Hhd $3,705/ Hhd 20 ©2020 Environics Analytics …And Across Categories Within a City % Share of Expenditure Online 2019 – For Montreal Furniture Clothing Footwear Kitchen & Home Appliances 21 ©2020 Environics Analytics Agenda • Introduction to ClickSpend • Canada’s Click Climate • Case Studies 22 ©2020 Environics Analytics Common Applications Size the Market Share of Market & potential SHARE OF wallet Target consumers Omnichannel Patterns 23 ©2020 Environics Analytics Online Market Size & Share by Region/Province Bubble Size = Avg $ Online Spend / Household $3,516 $2,684 $3,729 $3,914 $3,245 $2,744 $3,792 $3,250 24 ©2020 Environics Analytics Comparing Contrasting Markets % of Spend That is Online by Category 25 ©2020 Environics Analytics Comparing Contrasting Markets % of Total Spend Online Halifax Edmonton Toronto • Increasing % penetration of spend online as we move through the 3 sample markets above • Has implications for which markets hold greater relative risk for Bricks and Mortar development • Retailers, shopping centre managers & developers must respond to market trends placing emphasis on experiential development in areas with stronger ratios of online spend. 26 ©2020 Environics Analytics % of Sports & Leisure Equipment Expenditures Online Comparing a Specific Product in Fragmented Markets Cross Iron Rosemere Anjou/ Market Mall Versailles Carrefour Laval Rive Sud Fast Hills Chinook Centre Eaton Fairview Pt Claire Southcentre Angrignon Bricks & Mortar Risk Montreal Bricks & Mortar Risk Calgary • Fairview Pt Claire • Fast Hills • Carrefour Laval • Cross Iron • Anjou/Versailles • Southcentre • Angrignon • Chinook Centre • Rosemere • Market Mall • Rive Sud • Centre Eaton 27 ©2020 Environics Analytics Who Are My Online Shoppers? 28 ©2020 Environics Analytics Online Shoppers Through the Lens of PRIZM Target Segments with Spend/Hhd >10% Above Canadian Avg 29 ©2020 Environics Analytics And Where do Online Shoppers Live? % Household Penetration of Online Shopper Target Segments 30 ©2020 Environics Analytics Clothing Target Segments with Spend/Hhd > 10% Above Canadian Avg 31 ©2020 Environics Analytics Clothing - % Penetration of Online Target Segments 32 ©2020 Environics Analytics Clothing: Online Market & Shopper Profile Market Size & Online Share % Demographics Pop 35-54 3+ Persons/Hhd $156 K Avg Hh Inc 113 140 153 53% of Hh w/Kids White Collar Visible Minority 33% Total Market Online Share 133 118 132 $35B $9.2B 26% Online Share Media Habits Social Values Online Shopping Heavy Internet Celebrity Magazines Utilitarian Status Via Importance Open to Spent > $1000 116 113 Consumerism Home of Brand receiving in Past Year on 86 110 109 mobile Clothing Online TV – Food Network Twitter messages 137 116 122 116 33 ©2020 Environics Analytics Clothing: Online Market & Shopper Profile – Social Media 34 ©2020 Environics Analytics Online Spend By Category & Retail Location What kinds of strategies would retailers in different categories employ …armed with knowledge about online spend in their markets? Whether they be: • a new retailer setting up shop, or • an established retailer with existing real estate holdings 35 ©2020 Environics Analytics Electronics % Share of Spend Online by Store Trade Area (7 Min Drive Time) 36 ©2020 Environics Analytics Food % Share of Spend Online by Store Trade Area (7 Min Drive Time) 37 ©2020 Environics Analytics Online Market Share by PRIZM Lifestage Sample Individual Retailer Performance vs. Total Clothing Market 38 ©2020 Environics Analytics Clothing – Online Customers Behavioural Characteristics – from Opticks eShopper Online Usage Online Product Research 2+ x in last month • Percentage of total time research online - Online meal kits - 75% to 100% 160 • Food home delivery services (e.g. Foodora & JustEat) - More than once or twice a week 203 • Online sources used for research - Babies and children - Comparison shopping websites 160 • Purchased an online meal kit (e.g. Good Food, Hello Fresh) - More than once or twice a week 167 • Percentage of total time research online - Food home delivery services - 75% to 100% 159 • Traded stocks, bonds, mutual funds - More than once or twice a week 154 • Percentage of total time research online - Babies & Kids - 75% to 100% 147 • Purchase from an online retailer with physical location near me - More than once or twice a week 153 • Percentage of total time research online - Beauty & Cosmetics - 75% to 100% 143 • Made a purchase(s) of $100 or more - More than once or twice a week 139 Online Product Purchase Info Gathering • Retail products purchased online [Pst 12 Mths] - Food Home delivery services 180 • Online via your mobile device - Food Home delivery services 150 • Spent online on - Clothing & Fashions [Pst 12 Mths] - $1000 or more 169 • Online via your mobile device - Beauty & Cosmetics 139 • Online Grocery - Products purchased - Produce (fruits