Retailers often get so hung up on reaching a wider audience they forget about the most important people: their existing customer base. This may be happening in Canada, with a new report suggesting that retailers in the region aren't providing adequate offerings to local shoppers.

According to Forrester, 80 percent of Canadian shoppers have had to purchase goods from American or international eCommerce retailers because local merchants didn't carry what they needed.

On top of that, American retailers were found to have a wider variety of products, cheaper prices and an overall superior customer experience.

The situation has gotten so bad that some Canadians near the border have even made the trip to physical stores in the United States to purchase goods and as many as 17 percent have given up on making a purchase altogether. While some foreign retailers may think this is an opportunity to move in and swoop up customers, the survey was quick to note that respondents don't care about the nationality of the retailer – they just want fair prices and a strong shopping experience.

The Forrester report highlights the importance of retail management. Consumers are driven by inventory selection, fair prices and the shopping experience. Everything else is just a bonus. By filling these three needs, merchants can successfully win the hearts of new and existing patrons alike. ECommerce software such as SalesWarp can help merchants make sure that they always have the right products in stock and are able to better target their customers to ensure they are finding what they need.