CANADIAN TIRE

MARKET

-Competitive market including a large scale of positioning (Home Depot, Wal-Mart, Sears…).

MARKET

-Competitive market including a large scale of positioning (Home Depot, Wal-Mart, Sears…).

-Industry’s profits increase slowly thanks to the enhancement of the store’s performances

MARKET

-Many actors are challenging prices -> It’s a key heading the consumer choice’s process

-Competitive market including a large scale of positioning (Home Depot, Wal-Mart, Sears…).

-Industry’s profits increase slowly thanks to the enhancement of the store’s performances

MARKET

-A new actor: Target is shifting the retail landscape from price competition to brand war.

-Many actors are challenging prices -> It’s a key heading the consumer choice’s process

-Competitive market including a large scale of positioning (Home Depot, Wal-Mart, Sears…).

-Industry’s profits increase slowly thanks to the enhancement of the store’s performances

BRAND

-Canadian Tire is a major and historic actor. 50% of Canadians shop in store each month

BRAND

-Canadian Tire is a major and historic actor. 50% of Canadians shop in store each month

-The large ladder of product categories (recent investments in sport) allow to make new profits

BRAND

-Canadian Tire is a major and historic actor. 50% of Canadians shop in store each month

-The large ladder of product categories (recent investments in sport) allow to make new profits

-TC strategy is running toward a brand affect reinforcement and city stores (express) reorganization

The product categories of Canadian Tire may have a tough tradeoff process (ways and length) mixing criterions such as price, store location, product quality, brand reviews, loyalty…

THREATS

THREATS

-Target store installation is challenging Canadian Tire areas

TC won’t loose customer. It will loose trips.

SUM UP

-A competitive market welcoming an new big actor-An immense pie to share with consumer more and more aware of comparative ways-An historic brand involved in the Canadian culture but not exciting anymore (for the next gen)

PROBLEM

How digital channelsAre able to reawaken the brand appealIn order to keep Canadian Tire in the radar of the “working young adult”?

A large part of Canadian’s population get a daily internet use.

More than 25 millions Canadian are engaged online.Nearly 100% of Internet users in Canada access the Internet every day

Source: ComScore, Digital Focus on Canada, 2012

AUDIENCE

A surprising [high] consumption of online video.

Source: ComScore, Digital Focus on Canada, 2012

AUDIENCE

Canadians definitely enjoy entertainment more than all other categories

Source: ComScore, Digital Focus on Canada, 2012

AUDIENCE

BUY IN SHOP

Though Canadian are mostly connected, we have to assume the low rate of online purchase

Source: IAB / TNS / Google, 2012

ONLINE SCAN

But Internet is the absolute channel to research information about brands and products, especially for millennial generation

70% of consumers say they look at product reviews before making a purchase.79% of consumers say they use a smartphone to help with shopping.51% of millennials consult 4 or more source when deciding wich product purchase

Source: Google ZMOT, not specific to Canada

DIY, Garden

FurnitureCar parts & accessoires

Canadians do research before to shop

Source: IAB / TNS / Google, 2012

ONLINE SCAN

But, the queries are out of the Canadian Tire ecosystem

82% of consumers use Search Engine. 62% use store website.

Source: Google & Compete study, 2012, not specific to Canada

ONLINE SCAN

MOBILITY

Smartphone owners are still low but the penetration rose by 17pt (between 2011 and 2012)

Source: ComScore, Digital Focus on Canada, 2012

The adoption of smartphones is significantly higher among Canadians 18 to 34 years old (69%), And more particularly among those 18 to 24 years old (72%).

Mobility involves to be more flexible while the buying journey.

Source: OurMobilePlanet, 2012Google In Store Research, not specific to Canada

Home

On-the-go

Work

In a store

TTC

58% look for a direction/location57% look for hours44% to make price comparisons

MOBILITY

Source: Google In Store Research, not specific to CanadaComScore, 2012, Canada Digital focus

Mobility involves to interact with the customer in store

84% of smartphone shoppers use their devices to help shop while in a store30% smartphone owners took a picture of product26% texted or called friends/familly about a product10% compared product prices

MOBILITY

Trends and Audience

Sum up

-The smart phone penetration is still low but offer great opportunities regarding the ownership rate in the 18-35 range

-Canadians don’t buy online, but they do research for theirs pre-shopping activities

-Canadian have a high use of Internet, especially video content; they watch a lot of entertainment

RECOMMANDATION

Enjoy the ride

Sidetracking initial non-branded searches to a video contentUse mobile IP targeting to run toward a functional content (hours, directions..)Use store opportunity to adding experience in the consumer journey through mobile devices (Qr code, short url…)*

*Solutions have to be flexible. Keep in mind the he company’s independent—and bureaucratic—dealer ownership model

Enjoy the ride-Get each need while every steps of the buying process

Functional content

Video/brand content

Storeinteraction

RECOMMANDATION

INSPIRATION

ICA sitcom, in Sweden. Since 2002, the brand has made commercials as TV-shows. Short and humoristic format with consistent story to push price and service of the retailer.It’s now a part of Swedish culture.

INSPIRATION

Adidas has used adwords to make easier the store location. We have to assume people’s researches are non-branded.

INSPIRATION

Many brands have involved digital in store by different ways and supports. Offering tools which respond to the consumer queries can shorten the purchasing process.

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