Canada Post offers business services thought SmartmovesTM product
When Canadians move, they are more likely than at other times to open their pocketbooks to redecorate, refurbish or simply buy a new vehicle—or all three says a recent survey conducted for Canada Post’s smartmovesTM service.
According to the Leger Marketing survey, Canadians spend an average of USD 7,500 when moving. This figure can climb to more than USD 10,000 on average for households with incomes greater than USD 70,000. The survey studied the spending habits of Canadian households that had moved within the last 12 months and those that intended to move in the following 12 months.
Canada Post hired Leger Marketing to better understand the buying habits of people moving so that Canadian businesses could target their advertising dollars more effectively. The purpose of the smartmovesTM program is to connect businesses with Canadian consumers who are moving. Businesses and movers can communicate via the Internet and a magazine mailed to new movers. Canada Post sells advertising in these channels to provide businesses with an opportunity to reach new movers while strictly maintaining their anonymity. New movers receive useful information and tips in the smartmovesTM magazine as well as great offers on products and services they may need when moving. Canada Post does not release mover data to businesses at any time.
The results showed a frequent direct link between a move and the purchase of a vehicle; 16pct of those surveyed purchased or intended to purchase a vehicle within a year of moving. The survey also revealed information about what specific products new movers purchase, how much they spend, and when the purchases are made during the moving timeframe.
The research also showed that among respondents, the majority of purchases are made in the three months after people move in, while the most money spent is in the 9- to 12-month period following a move (USD 3,168). The Home Repairs category is where the largest average dollar amount is spent (USD 3,806) while nearly 9 out of 10 movers purchase Home Decorating items (86 pct ). The research detailed the purchasing behaviours for 36 categories of products ranging from small appliances and home electronics to landscaping and hot tubs.
Canada Post’s multichannel smartmovesTM program provides unrivalled access to one of the most lucrative and motivated segments of buyers in the country – people who are moving! In 2006, more than 1.1 million households and businesses notified Canada Post of a change of address. The smartmovesTM program provides a communication channel for businesses and organizations to connect with this audience using banner ads on the www.smartmoves.ca web portal, consumer directed data updates, page advertising in the smartmovesTM magazine, “A Guide to Your New Home”, or by providing outserts that are delivered with the smartmovesTM magazine.
