Refining Cross-Border Point-of-Sale Strategies in the U.S. and Canada
We are at it again here at the Accelerist offices. We just can’t stop doing research around point-of-sale (POS) fundraising. Are we obsessed? Well, maybe just a little. Our latest research is a benchmark survey just completed across the Canadian market. For over three years we have been asking U.S. consumers how they feel about being asked to give at the point-of-sale, but until now, we had not asked the same questions of consumers in Canada. Well, the results are in. To read the outcomes in detail, download the full report, or click here for an infographic overview.
Now that we do have results across most of North America, if you are a company engaging in cross-border POS fundraising for a cause, it is interesting to look at the similarities between the U.S. and Canada. Here is a quick compare and contrast so you can refine your strategies as needed based on the geographic location of campaign execution.
INSIGHT: In both countries, consumers do not mind being asked to give at the POS. Retailers that participate in POS fundraising should feel confident that their programs are well-received by consumers in both countries.
INSIGHT: When asked how consumers feel about the retailer after giving, the data proves that consumers feel neutral or more positive about the retailer in both countries. Companies should market, market, market their activities at the point of sale as a customer relationship strategy!
INSIGHT: Canadians are slightly more generous than U.S. consumers, preferring to give $2 at the POS, but having no preference through what channel they give that donation through. U.S. consumers prefer to give only $1, but they want to do so through a digital ask. It’s imperative that in the U.S. retailers consider expanding campaigns into self-checkouts and the e-commerce space.
INSIGHT: Consumers in both countries are generous. All they need after donating at the register is for the retailer to simply say “thank you”. Retailers engaging in campaigns in both markets should engage in post-campaign marketing tactics to thank their consumer across media channels, providing an even deeper connection to the brand.
INSIGHT: In the U.S., personally feeling good about donating incentivizes action (but just slightly more than a passion for the charity), and in Canada, a passion for the charity sparks activation (but just slightly more than feeling personally good about giving).