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CANADIAN TIRE
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MARKET
-Competitive market including a large scale of positioning (Home Depot, Wal-Mart, Sears…).
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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
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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
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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
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BRAND
-Canadian Tire is a major and historic actor. 50% of Canadians shop in store each month
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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
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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
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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
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THREATS
-Target store installation is challenging Canadian Tire areas
TC won’t loose customer. It will loose trips.
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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)
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PROBLEM
How digital channelsAre able to reawaken the brand appealIn order to keep Canadian Tire in the radar of the “working young adult”?
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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
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A surprising [high] consumption of online video.
Source: ComScore, Digital Focus on Canada, 2012
AUDIENCE
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Canadians definitely enjoy entertainment more than all other categories
Source: ComScore, Digital Focus on Canada, 2012
AUDIENCE
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BUY IN SHOP
Though Canadian are mostly connected, we have to assume the low rate of online purchase
Source: IAB / TNS / Google, 2012
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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
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DIY, Garden
FurnitureCar parts & accessoires
Canadians do research before to shop
Source: IAB / TNS / Google, 2012
ONLINE SCAN
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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
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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%).
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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
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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
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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
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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
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Enjoy the ride-Get each need while every steps of the buying process
Functional content
Video/brand content
Storeinteraction
RECOMMANDATION
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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.
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INSPIRATION
Adidas has used adwords to make easier the store location. We have to assume people’s researches are non-branded.
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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.
BestBuy Burberry