FEATURES CANADIAN RETAILER SPRING 2016 T H E M A R K E T I NG I S S U E ADVERTISING 12 FOR THE LOVE OF FLYERS Whether paper or electronic, flyers make up an important part of a marketing campaign. Retail marketers share their thoughts on why the weekly circular is too good an idea to ever truly die. AD BUYING 16 THE FUTURE IS AUTOMATIC Programmatic advertising makes advertising faster, smarter and cheaper. But, there are some things that retailers will need to know before automating their ad buying processes. 12 16 SOCIAL MEDIA 20 WHERE YOUR CUSTOMERS ARE The continuing evolution of social media and its many uses presents retailers with gamechanging possibilities. Find out how some retail marketers are leveraging the channel. MOBILE 24 GOING MOBILE Engagement on the most personal of devices continues to increase. And retail marketers are innovating to ensure that they are in the hands of their consumers 24/7, in-store, at home and everywhere in between. 20 LOYALTY IN CANADA: CUSTOMER 26 MADE LOYALTY PROGRAMS How Canadian retailers are improving loyalty programs by integrating them into the overall customer experience. BRAND STRATEGY 30 BRAND MARKETING IN THE DIGITAL AGE Brands have more choices now than ever concerning ways to reach the consumer. Find out how marketing teams are engaging consumers and enhancing experiences through captivating storytelling. MARKETING BREAKFAST 35 INSTILLING TRANSFORMATION Marketing experts gathered at RAC's recent marketing event in Toronto to discuss the ways brands can inspire true change to deliver what the customer is looking for. 30 When it comes to identifying retail trends in the year ahead, panelists at RAC's recent event in Vancouver agree: the revolution will be digitized. Find out what they have to say about the new digital retail world. RETAIL RECRUITING 40 BUILDING A BRAND TO RECRUIT ON CAMPUS Developing strong relationships with tomorrow's talent today ensures future growth and success for retailers. Find out how recruiting on campus can help. DEPARTMENTS 4 PUBLISHER'S DESK 6 RETAIL CURRENTS 8 UNDER THE BANNER 9 AT ISSUE 42 ADVERTISER'S INDEX T H E M A R K E T I NG I S S U E A PU B LIC ATION OF RE TAIL COU NCIL OF C ANADA SPRING 2016 $ 4 . 95 MARKETING LUNCH 37 2016'S KEY MARKETING TRENDS DIGITAL AGE MARKETING CONNECTING WITH CONSUMERS AND BUILDING BRANDS INSIDE: PROGRAMMATIC 18 SOCIAL MEDIA 22 MOBILE MARKETING 26 LATEST IN LOYALTY 28 ON THE COVER Artwork by Scope Media with images by iStockphoto/bombuscreative and iStockphoto/VictoriaBar SPRING 2016 | CANADIAN RETAILER | 3