Considerations for the Future
The RPI rank reveals which retailers’ customer value propositions are best positioned for future, long-term market success
One-Two Punch
Price, Promo, and Rewards are most important to Canadians and gained even more importance in 2025. Mass/Superstores and Discounters that effectively mix the One-Two punch of Price, Promo & Rewards are leading the Canadian market across geographies.
Conventionals
Important for Conventionals to focus on retaining their loyal customers through knowing what’s important to them; above average Quality and strong Loyalty Programs are key to positively impact Price Perception without competing for the cheapest base prices.
Don’t Ignore Amazon!
Amazon is down to 8th place on the RPI, dropping from 2nd overall last year. This is because Amazon doesn’t have the same base prices as Discounters, and the shift in priorities doesn’t align with their strengths. Still, they are a lurking potential threat in perishables, should they decide to expand their offering into Canada, like they have in the U.S., and their sheer size and current high emotional connection with their Canadian shoppers are enough to keep impacting the market.