Canadian Retailer - Winter 2016 - 15

CONVICTION AND
CLARITY ON AGENDA
AT RETAIL WEST
Western conference tackles the top-ofmind issues facing the industry
BY ROBERT PRICE
THERE is no recipe for success in

an omnichannel retail environment, but two ingredients are
conviction and clarity. This was
one of the messages delivered at Retail Council of Canada's (RCC) Retail
West Conference held in Vancouver late last year.
The conference covered issues facing the industry, with a focus on
how time-starved retailers can capitalize on the interlinked opportunities offered by bricks and mortar, online and mobile forms of retailing.
Delegates heard from executives from Hointer, Ipsos Reid, Indochino,
lululemon athletica and other experts in the legal, technology and "The local experience has
human resources professions.
to be at the centre of your
Brian Hill, founder and owner of omnichannel strategy."
Aritzia, anchored the conference
with a rousing talk about the future - BRADEN HOEPPNER, Kit and Ace
of retail and entrepreneurship. He spoke about how his business has found
success in keeping customer service the priority by taking back-end support out of the store so employees can help customers on the floor. "You
can be an omnichannel retailer and still have horrible customer service,"
he told the crowd. The store's people-first operations allow employees to
focus on any customer who comes through the door, close the sale and
feel empowered. "People rule," Hill said.
Delegates also heard from Braden Hoeppner, head of e-commerce at
fashion retailer Kit and Ace. He spoke about the challenges e-commerce
teams face as they try to incorporate traditional retail environments into
the omnichannel strategy, connecting with the customer in-person, at the
local level. That connection is essential to success, says Hoeppner. "The
local experience has to be at the centre of your omnichannel strategy."
Dave Rodgerson, retail industry lead at Microsoft Canada, picked up on
Hoeppner's talk when he explained how technology trends are shaping how
customers shop. "The path to getting it right demands a different organizational approach, one where different channels work and grow together."
Technology and delivery channels are not all that matter, delegates
learned. Daniela Cubelic, founder of Silk Road Tea, said that stores can
build their brands more effectively by leveraging the passion and entrepreneurial spirit of the employees. Retailers need to "activate" staff so
they want to communicate the brand to customers.
For information about RetailWest 2016, including ways to register,
visit www.retailwest.ca.

www.retailcouncil.org/cdnretailer

WINTER 2016 | CANADIAN RETAILER

| 15


http://www.retailwest.ca http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2016

PUBLISHER'S DESK
RETAIL CURRENTS
UNDER THE BANNER
EXPANDED OFFERING
RCC APPOINTS NEW BOARD CHAIR AND VICE-CHAIR
AT ISSUE
COFFEE, EGGS AND IKEA
CONTENT-RICH CONFERENCES INSPIRE RETAILERS IN VANCOUVER AND QUEBEC
THE SUBMISSIONS ARE IN
INDUSTRY RESEARCH
FREEDOM OF IDENTITY
TALENT SHOWS
WINNING THE WAR OF FIT
ADVERTISER'S INDEX
CONSULTING ON THE FUTURE OF RETAIL
Canadian Retailer - Winter 2016 - ebelly1
Canadian Retailer - Winter 2016 - ebelly2
Canadian Retailer - Winter 2016 - cover1
Canadian Retailer - Winter 2016 - cover2
Canadian Retailer - Winter 2016 - 3
Canadian Retailer - Winter 2016 - PUBLISHER'S DESK
Canadian Retailer - Winter 2016 - 5
Canadian Retailer - Winter 2016 - RETAIL CURRENTS
Canadian Retailer - Winter 2016 - 7
Canadian Retailer - Winter 2016 - UNDER THE BANNER
Canadian Retailer - Winter 2016 - EXPANDED OFFERING
Canadian Retailer - Winter 2016 - RCC APPOINTS NEW BOARD CHAIR AND VICE-CHAIR
Canadian Retailer - Winter 2016 - 11
Canadian Retailer - Winter 2016 - AT ISSUE
Canadian Retailer - Winter 2016 - COFFEE, EGGS AND IKEA
Canadian Retailer - Winter 2016 - CONTENT-RICH CONFERENCES INSPIRE RETAILERS IN VANCOUVER AND QUEBEC
Canadian Retailer - Winter 2016 - 15
Canadian Retailer - Winter 2016 - THE SUBMISSIONS ARE IN
Canadian Retailer - Winter 2016 - 17
Canadian Retailer - Winter 2016 - INDUSTRY RESEARCH
Canadian Retailer - Winter 2016 - 19
Canadian Retailer - Winter 2016 - FREEDOM OF IDENTITY
Canadian Retailer - Winter 2016 - 21
Canadian Retailer - Winter 2016 - 22
Canadian Retailer - Winter 2016 - 23
Canadian Retailer - Winter 2016 - 24
Canadian Retailer - Winter 2016 - 25
Canadian Retailer - Winter 2016 - TALENT SHOWS
Canadian Retailer - Winter 2016 - 27
Canadian Retailer - Winter 2016 - 28
Canadian Retailer - Winter 2016 - 29
Canadian Retailer - Winter 2016 - WINNING THE WAR OF FIT
Canadian Retailer - Winter 2016 - 31
Canadian Retailer - Winter 2016 - 32
Canadian Retailer - Winter 2016 - 33
Canadian Retailer - Winter 2016 - ADVERTISER'S INDEX
Canadian Retailer - Winter 2016 - 35
Canadian Retailer - Winter 2016 - CONSULTING ON THE FUTURE OF RETAIL
Canadian Retailer - Winter 2016 - 37
Canadian Retailer - Winter 2016 - 38
Canadian Retailer - Winter 2016 - cover3
Canadian Retailer - Winter 2016 - cover4
Canadian Retailer - Winter 2016 - 43
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