Canadian Retailer - The Marketing Issue - 22

DIRECT MARKETING

Digital flyers demand a new way
of marketing, a new way of putting together promotions-one that
moves away from replication towards responsive design driven by
data gathered from the store's website, email communications, and
digital shopping carts.
"Data fuels the entire operation,"
Lecoq says. "You can immediately
see a result," with digital flyers. "You
can see what engages and modify
the plan for next year."
Every touchpoint is a potential data
point for flyer design, including print.
Data gleaned from printed flyers
adds an important dimension to designing an optimal marketing plan.
Digital is ascending, but print isn't
dead yet, and its influence is still
widespread. The long-term survival
of print as a medium will depend in
part on how print publications leverage the data they collect.
RICHER CONTENT
Howard Chang doesn't want you to call them digital
flyers. He wants you to call them e-campaigns.
President and CEO of Top Drawer Creative, Chang
says retailers should leverage the flexibility of the
digital environment to create compelling, branded
content to engage and persuade customers.
"Why digitize paper product when you can make
something so much richer?" he asks.
* E-campaigns should be rich, with lots of content
about the store and its products. They should
read like magazines and feature custom videos
and photography. "It's all about the editorial."
* And e-campaigns should be authentic. "Millennials
smell a rat really fast," says Chang. Promotional
offers have to be woven into the content, but they
can't be the content.

Evolving organization

As flyers change, retail organizations will have to change, too.
Historically, retailers have organized their businesses around the
flyer. "The whole organization was
flyer-centric," Lecoq says. Certain
departments are given priority over
others based on how they contribute to the production of the flyer.
The layout of the store itself mirrors

22 |

CANADIAN RETAILER

| THE MARKETING ISSUE

the flyer, with the store stocked according to the
promotions in the flyer; the flyer's door crashers
always get the prime real estate.
The flyer and the organization's design were
an expression of the retailer's attitudes towards
customers. Flyers were built around campaigns,
the customers were purchasers of goods and services, and the relationship between retailers and
customers was by and large transactional.
Digital media brings a different ethos. Today, the
customer-retailer relationship
hinges on more than process- "PRINT STILL
ing a transaction. It involves GENERATES
building an emotional con- TRAFFIC TO THE
nection between retailer and STORE. WE DO
customer. Today's retail mar- MORE TESTS AND
keter needs to do more than WE CONTINUE
notify customers about sales TO SEE A DIRECT
via a flyer. They must deliver CORRELATION
messages, build a brand, and BETWEEN
FLYERS SENT OUT
tell a story.
"You can't build the busi- AND TRAFFIC IN
ness around the flyer only," THE STORES."
says Lecoq. "Retailers used
- SYLVAIN
TREMBLAY
to be transactional, but now
TC Media
they need to be emotional
(Transcontinental)
and relational as well."
Paule Racine agrees. As Director of Marketing Communications at McKesson Canada, an
agency that handles marketing for several independent pharmacies, she says her business
re-engineered its marketing department to respond to the demands of this new way of relating
to customers. The reinvention aims at giving the
business a different view on the customer relationship-something more than making the
transaction. "It's a big change," she says.
Not all retailers have transformed. Not all
will. Allison Fraser, Manager of Paid Media
at The Home Depot Canada, says changes in
organizational structures and attitudes brought
on by changes in flyers will stymy retailers that
split their digital and print marketing operations.
A turf war will erupt. Print people will fight to
keep their turf-and jobs.
One way to prevent a war is to share data
across the organization. Data can help retailers
understand the best way to organize their marketing teams, reach customers, and reach goals.
"There's lots to track," says Fraser, "but unless
you know what you're driving to, you can miss
your goal."



Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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