TORONTO, Aug. 23 /CNW/ - A groundbreaking national study reveals considerable differences in shopping behaviours north and south of the border.* 

A Quadrant Marketing-TNS national study among 1,913 shoppers was conducted in June. It spans Grocery, Mass and Drug retailers and drills down into how Canadian shoppers make purchasing decisions in three product categories (Food, Health & Beauty, and Household Products). The study challenges assumptions that Canadian shoppers behave similarly to our American counterparts. Some of the compelling findings include:

  • Canadians differ greatly in the way they prepare for their shopping trips. Over one-half of Canadians say they don't make a detailed list (57%) versus three-in-four U.S. shoppers (77%). This finding reinforces the notion that Canadians and Americans follow different paths-to-purchase, and present marketers with distinctive opportunities when it comes to influencing this journey.
  • The most important factor in choosing a retail location for U.S. shoppers is price (79%) whereas fewer Canadian shoppers look at price (55%) and take a more balanced perspective by also focusing some attention on aspects of the store experience such as convenience, store hours, assortment, and reward programs.
  • In-store activity has a stronger impact on Canadians as 48% are influenced by in-store displays versus only 20% of U.S. shoppers.

"In the absence of specific insights about Canadians, marketers often try to leverage U.S. shopper research," says Molly Spinak, president of Quadrant Marketing. "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."

Mary Georgio, the director of shopper marketing at Quadrant says, "Armed with our study's insights, we can build targeted programs for brands by channel and category. This study unlocks the keys to what motivates consumers before they get into the store and while in-store - and it's very different. We also uncovered some very significant information around the role of social media."

TNS is a global leader in shopper marketing research and in understanding the impact of social media. Kerry Gilfillan, a vice president with the company says:  "You really need to understand the entire complex of influences on the path-to-purchase, including social media.  The latter can have a tremendous impact on a brand's strategies and, like everything else in the retail space, the level of influence varies by sector and channel."

"Canadian Shoppers Exposed is only one part of our totally integrated approach to shopper marketing," continued Georgio at Quadrant. "We understand the complexity of the retailer environment, as well as our clients' unique internal dynamics. We work with our partner TNS to develop custom solutions so our clients can apply the analysis to specific programs for individual retailers."

* (Juxtaposed against US GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; 2009)

About Quadrant Marketing:                                       
Quadrant is a full-service marketing communication and advertising agency that offers a wide spectrum of services including in-store solutions, traditional media, digital and social media, experiential marketing, and public relations. Quadrant truly understands the Canadian Shopper and connects the dots between Brand-Retail-Shopper to deliver the insights for programs that work. Client retention is their #1 priority and after twenty-three years, this award-winning agency still is the agency for their very first client.  (

About TNS:
TNS, who recently merged with Research International,  is the world's largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions.  TNS offers comprehensive industry knowledge supported by a unique product offering that stretches across the entire range of marketing and business issues, specializing in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research.  Delivering best-in-class service across more than 70 countries, TNS is part of the Kantar Group. (


For further information: For further information:

Media Contacts:
Mary Georgio     
Quadrant Marketing  
Tel: 416-642-0440 ext 336

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