Canadian Retailer - Winter 2015 - 40

oNlINE RETaIl canex

caneX: eXtending Support
through e-commerce

Canada's military store expands its reach, grows its customer base and online sales
BY SeaN C. TaRRY
WhEN the average citizen thinks of the Can-

adian armed Forces (CaF) retail may not
be the first thing that comes to mind. But for
CaNeX-Canada's Military Store-it is its
focus; providing retail services to the Canadian Forces (CF) "one Community-one
Million Strong" including, but not limited to,
serving members, reservists, veterans, retirees
and their families.
established in 1968 and a division of the
Canadian Forces Morale and Welfare Services
(CFMWS), CaNeX currently has 40 locations
across the country from Goose Bay Nl to Comox BC, selling everything from clothing and
electronics to jewellery and appliances. and, as
diana Sousa, associate Vice President Marketing & Communications, Commercial Services
at CFMWS points out, the mission of this retailer is clear.
"Canex exists to simplify and improve the lives of members
of the CaF community. We want CaNeX to be the preferred retail destination for military members, their families and the CF
Community," she says. "We are focused on knowing them better than anyone and using that knowledge to create and deliver
unique products and services, fulfilling their needs, and fitting
their lifestyles".

"We've seen competition over recent years become more and more fierce. In this kind of competitive climate, you have to think progressively,
be flexible and reposition yourself to adapt and
remain relevant. We recognized that we needed
to introduce an on-line platform to better engage
with, and serve our customers, especially those
who do not live close to a CANEX store."
Sousa explains that when CaNeX was originally established
the aim was to service the CaF with basic retail needs. But,
over the years, retail operations have evolved and product mix
and services broadened, to remain relevant to its customers.
"in today's retail environment you have to have something
that differentiates you from other retailers and competitors.
our distinction is our value proposition," says Sousa.
40 |

caNadIaN RETaIlER | Winter 2015

CANEX location serving Trenton, Ontario.
differentiating from competitors

one of the ways CaNeX is differentiating
itself from competitors is through its breadth
of product, services and programs such as
CaNeX No interest Credit Plan, or from its
unique military affinity merchandise, and its
TaCTiX shop-in-shop. TaCTiX features merchandise centred on the wants of the CF community. "our first TaCTiX was opened in Garrison Petawawa, oN in July 2014. it has been
very well received by the CaF members and
sales are growing," Sousa says. There is a rollout plan for several more TaCTiX in CaNeX
outlets across Canada, over the next few years.
another significant initiative that CaNeX
has undertaken is the introduction of their
CaNeX.ca e-commerce platform, launched in
November 2014. Sousa's already seen the positive impact this decision has made on CaNeX
through its ability to better serve its customers
across the country.
"We've seen competition over recent years
become more and more fierce," she says. "in
this kind of competitive climate, you have to
think progressively, be flexible and reposition
yourself to adapt and remain relevant. We recognised that we needed to introduce an on-


http://www.CaNeX.ca

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2015

Publisher's Desk
Retail Currents
Retail: At Issue
Steeped in Success
Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Celebrating 50 Years of Relevance and Growth
Frequent Flyers
Marketing to Millennials
CANEX: Extending Support through E-Commerce
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2015 - cover1
Canadian Retailer - Winter 2015 - cover2
Canadian Retailer - Winter 2015 - 3
Canadian Retailer - Winter 2015 - 4
Canadian Retailer - Winter 2015 - 5
Canadian Retailer - Winter 2015 - Publisher's Desk
Canadian Retailer - Winter 2015 - 7
Canadian Retailer - Winter 2015 - Retail Currents
Canadian Retailer - Winter 2015 - 9
Canadian Retailer - Winter 2015 - 10
Canadian Retailer - Winter 2015 - 11
Canadian Retailer - Winter 2015 - Retail: At Issue
Canadian Retailer - Winter 2015 - 13
Canadian Retailer - Winter 2015 - 14
Canadian Retailer - Winter 2015 - 15
Canadian Retailer - Winter 2015 - Steeped in Success
Canadian Retailer - Winter 2015 - 17
Canadian Retailer - Winter 2015 - 18
Canadian Retailer - Winter 2015 - 19
Canadian Retailer - Winter 2015 - 20
Canadian Retailer - Winter 2015 - 21
Canadian Retailer - Winter 2015 - 22
Canadian Retailer - Winter 2015 - Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Canadian Retailer - Winter 2015 - 24
Canadian Retailer - Winter 2015 - 25
Canadian Retailer - Winter 2015 - 26
Canadian Retailer - Winter 2015 - 27
Canadian Retailer - Winter 2015 - Celebrating 50 Years of Relevance and Growth
Canadian Retailer - Winter 2015 - 29
Canadian Retailer - Winter 2015 - 30
Canadian Retailer - Winter 2015 - 31
Canadian Retailer - Winter 2015 - Frequent Flyers
Canadian Retailer - Winter 2015 - 33
Canadian Retailer - Winter 2015 - 34
Canadian Retailer - Winter 2015 - 35
Canadian Retailer - Winter 2015 - Marketing to Millennials
Canadian Retailer - Winter 2015 - 37
Canadian Retailer - Winter 2015 - 38
Canadian Retailer - Winter 2015 - 39
Canadian Retailer - Winter 2015 - CANEX: Extending Support through E-Commerce
Canadian Retailer - Winter 2015 - 41
Canadian Retailer - Winter 2015 - 42
Canadian Retailer - Winter 2015 - 43
Canadian Retailer - Winter 2015 - 44
Canadian Retailer - Winter 2015 - Advertiser's Index
Canadian Retailer - Winter 2015 - Retail Quick Tips
Canadian Retailer - Winter 2015 - cover3
Canadian Retailer - Winter 2015 - cover4
http://www.nxtbook.com/naylor/RETS/RETS0617
http://www.nxtbook.com/naylor/RETS/RETS0517
http://www.nxtbook.com/naylor/RETS/RETS0417
http://www.nxtbook.com/naylor/RETS/RETS0317
http://www.nxtbook.com/naylor/RETS/RETS0217
http://www.nxtbook.com/naylor/RETS/RETS0117
http://www.nxtbook.com/naylor/RETS/RETS0616
http://www.nxtbook.com/naylor/RETS/RETS0516
http://www.nxtbook.com/naylor/RETS/RETS0416
http://www.nxtbook.com/naylor/RETS/RETS0316
http://www.nxtbook.com/naylor/RETS/RETS0216
http://www.nxtbook.com/naylor/RETS/RETS0116
http://www.nxtbook.com/naylor/RETS/RETS0615
http://www.nxtbook.com/naylor/RETS/RETS0515
http://www.nxtbook.com/naylor/RETS/RETS0415
http://www.nxtbook.com/naylor/RETS/RETS0315
http://www.nxtbook.com/naylor/RETS/RETS0215
http://www.nxtbook.com/naylor/RETS/RETS0115
http://www.nxtbook.com/naylor/RETS/RETS0614
http://www.nxtbook.com/naylor/RETS/RETS0514
http://www.nxtbook.com/naylor/RETS/RETS0414
http://www.nxtbook.com/naylor/RETS/RETS0314
http://www.nxtbook.com/naylor/RETS/RETS0214
http://www.nxtbook.com/naylor/RETS/RETS0114
http://www.nxtbook.com/naylor/RETS/RETS0613
http://www.nxtbook.com/naylor/RETS/RETS0513
http://www.nxtbook.com/naylor/RETS/RETS0413
http://www.nxtbook.com/naylor/RETS/RETS0313
http://www.nxtbook.com/naylor/RETS/GrandPrix2012
http://www.nxtbook.com/naylor/RETS/RETS0213
http://www.nxtbook.com/naylor/RETS/RETS0113
http://www.nxtbook.com/nxtbooks/naylor/RETS0612
http://www.nxtbook.com/nxtbooks/naylor/RETS0512
http://www.nxtbook.com/nxtbooks/naylor/RETS0412
http://www.nxtbook.com/nxtbooks/naylor/RETS0312
http://www.nxtbook.com/nxtbooks/naylor/RETS0212
http://www.nxtbook.com/nxtbooks/naylor/RETS0112
http://www.nxtbook.com/nxtbooks/naylor/RETS0611
http://www.nxtbook.com/nxtbooks/naylor/RETS0511
http://www.nxtbook.com/nxtbooks/naylor/RETS0411
http://www.nxtbook.com/nxtbooks/naylor/RETS0311
http://www.nxtbook.com/nxtbooks/naylor/RETS0211
http://www.nxtbook.com/nxtbooks/naylor/RETS0111
http://www.nxtbook.com/nxtbooks/naylor/RETS0610
http://www.nxtbook.com/nxtbooks/naylor/RETS0510
http://www.nxtbook.com/nxtbooks/naylor/RETS0410
http://www.nxtbook.com/nxtbooks/naylor/RETS0310
http://www.nxtbook.com/nxtbooks/naylor/RETS0210
http://www.nxtbook.com/nxtbooks/naylor/RETS0110
http://www.nxtbook.com/nxtbooks/naylor/RETS0309
http://www.nxtbook.com/nxtbooks/naylor/RETS0209
http://www.nxtbookMEDIA.com