Canadian Retailer - Winter 2015 - 41

CANEX provides Canadian military personnel and their families products they seek.

line platform to better engage with, and serve our customers,
especially those who do not live close to a CaNeX store."
She admits that the development of the online shopping platform was multifaceted and has taken over a year to achieve, but
that they're on the cusp of growing CaNeX, realizing its operational forte and sales potential.
"We recognized that we needed to be online to remain relevant to our customers, but as well, be part of the overall competitive retail composition," she explains. "another motivator
was to be able to reach and accommodate those members of
the CF community who do not live near a CaNeX brick and
mortar store. Not only does the online platform allow us to better service these men and women, it also opened up a new segment of potential customers who never had the ability to shop
at CaNeX due to their physical location."
a seamless caNEX experience

in addition, Sousa understands that "being online" doesn't
simply mean that you place a bunch of SkUs on your website
and hope for the best.
"Within the omnichannel approach, the customer is not only
choosing which retail channel to access your product from, but
they also want it to be quick, secure and convenient, enjoying
a seamless customer experience each time. We pride ourselves
on the fact that we will understand the CaF member better
than any other retailer; that means that the service we provide,
whether in-store or online, meets their expectations".
www.retailcouncil.org/cdnretailer

Part of that service, Sousa explains, includes
a multi-channel and uncomplicated means in
which to stand behind the products CaNeX
sells, providing a practical return policy and flexible options with respect to (online) shipping.
"We want to instill confidence within the
CF community-demonstrating our brand
through a positive customer experience."
With changing demographics within the CF
community, coupled with a savvier customer,
expectations may subsequently also change.
Sousa explains that demand will change and
evolve as well requiring retailers to be more
flexible and attuned to this, in order to sustain
our business.
"Currently gaming is a strong category for us,
as is computers and electronics, which is a mainstay of our business," she explains. "We do very
well with our exclusive offerings of Military
affinity merchandise, but as well, large appliances and furniture, which speaks to a significant segment of our target customer- families
within the CF community. We continue to pilot
programs and different product categories that
complement existing assortments, to remain
relevant and cater to the unique needs of the
CaF members and their families."

Winter 2015 | caNadIaN RETaIlER

| 41


http://www.retailcouncil.org/cdnretailer

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
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