The Canadian retail landscape is changing. Consumers are now more connected than ever, and they are demanding a seamless retail experience before, during and after a store visit. In such a competitive and price-conscious operating environment, how do businesses connect their physical stores with online expectations?
One Canadian retailer is showing us how.This year, Canadian Tire has made solid fourth-quarter gains across all of its key businesses. Over the past three years,the share pricehas risen by $2.44. Importantly, key digital investments that connect brick-and-mortar campaigns with online are captivating customers and driving sales to the Canadian retailer who is synonymous with national history and pride.
Banking on the Bitcoin phenomenon, the retailer created an e-version of their Canadian Tire (CT) money, allowing members access to their CT money through a branded app with exclusive rewards and offers. Additionally, by repositioning and remerchandising key retail categories (including a new home décor line and a wider selection of non-seasonal categories) across all banners and by focusing on their core businesses of automotive and productivity, Canadian Tire is challenging to lead the retail industry.
The retailer has also developed an innovative product marketing strategy that places the customer as the consumer champion. Launched earlier this month, Canadian Tire’s Tested For Life in Canada campaign – ‘by Canadians, for Canadians’ – leverages actual consumer feedback and product testimony.
In 2013, 15,000 Canadian Tire customers were selected for a panel and asked to test new prototypes and improve upon existing products. Since many consumers base their shopping and purchasing decisions on social media reviews and support communities, Canadian Tire’s strategy is a timely move. In a new era of product marketing, Tested for Life adds personalization to large retailers’ efforts and increases conversions, customer loyalty and positive correlations for the brand. Furthermore, because the campaign features real Canadians and not actors, the brand’s commitment to its home soil was further strengthened after Target pulled their Canada stores.
At the 2015 VISION conference, Susan O’Brien, Canadian Tire’s VP of Marketing, will share her experience on how to create an integrated, multi-platform marketing program that focuses on loyalty and engagement – the key metrics of consumer connectivity. With unique positioning in the Canadian market, Canadian Tire’s brand resonates with audiences across the nation, and O’Brien will tell us how she succeeds. Get an inside perspective on motivating employees and brand building when Susan shares her experience on April 23rd.
As Vice-President of Marketing at Canadian Tire, Susan is responsible for the development and execution of Marketing and Branding Strategies for the company’s $7-billion Retail Division. A proven leader with a deep knowledge of the industry, Susan has led the company through several of its most important brand positioning campaigns, including Tested for Life in Canada.
The BCAMA VISION Conference takes place on April 23rd, 2015 at the Sheraton Wall Centre in Vancouver, BC. For a limited time, use the promo code BLOCK2 for $50 off your ticket.
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