Canadian Retailer - Store 2015 - 42

2015 ERA AWARDS
M A R K E T I N G A N D CO M M U N I C AT I O N S

WHAT MAKES HOME SPECIAL?
IKEA Lays Down the House Rules

What does a retailer do when its loyal customers feel they've outgrown the brand? This was the problem IKEA faced as it tried to
reconnect with the 35-plus age group, as these customers moved
into a new phase of life.
IKEA set ambitious goals for itself: to increase sales among the
target group compared to 2013, improve brand metrics with these
customers, and get Canadians of every age to think about IKEA
when they think about home décor.
The solution: IKEA's #HouseRules marketing and communications
campaign bridged the gap between the brand and 35-plus consumers
by encouraging customers to share the unwritten rules that make their
homes special. The retailer saw significant increases in brand trust
and sales after the campaign hit airwaves, and more engagement with
consumers than with any social campaign it has run to date.

AWAR D WI N N E R

House rules at Ikea.
AWAR D S P O N SO R

OMNI- CHANNEL

DELIVERING ON THE PROMISE

MEC implements omni-channel fulfillment
MEC is a member-owned company, with four million members who
shop at 17 stores across Canada and online. The outdoor lifestyles retailer needed to find a way to engage customers across all the channels
customers visit. The award-winning result was MEC's omni-channel
plan, in particular the new fulfillment and delivery infrastructure.
The new infrastructure resulted in big benefits for customers and
the store. When a customer finds something they like online, the
store will ship the product from any store, rather than the old process of shipping product from its warehouse in B.C. The new shipfrom-store process gives customers access to more products and
fewer stock outages, and at the same time reducing greenhouse gas
emissions and reducing shipping costs.

AWAR D WI N N E R

Delivering a Canadian omnichannel experience.
AWAR D S P O N SO R

PHILANTHROPIC LEADERSHIP

LA VIRÉE ROSE RAISES AWARENESS
Shoppers Drug Mart supports women's health

An estimated 6,000 women were diagnosed with breast cancer in
2014 and as many as 1,350 women died from the disease. Understanding that knowledge is an important part of combatting breast
cancer, Shoppers Drug Mart-through WOMEN, its national program dedicated to improving the health of Canadian women-
helped to educate women with La Virée Rose.
The award-winning initiative was La Virée Rose, a 43-foot pink
RV which visited 145 different communities in Quebec as part of a
21-week long Pink Tour. At each stop, Pharmaprix associate-owners
participated in events to reinforce the company's message and
the importance of education. The campaign kept the issues topof-mind, and earned awareness for Shoppers/Pharmaprix and its
partner in the initiative, the Quebec Breast Cancer Foundation.
Since 2011, the store has directed more than $56 million to support women's health initiatives in Canada.
42 |

CANADIAN RETAILER | STORE 2015

AWAR D WI N N E R

Raising awareness and making a difference.
AWAR D S P O N SO R



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

Publisher's Desk
Retail Currents
Under the Banner
Success Starts Everywhere
Technology, the Economy and Cyber-Crime: Harnessing Disruption
Top 5 Takeaways From Store 2015
Honouring Retail Leaders
ERA 2015—the Best of the Best
Top Grocery Rookies Showcase Hunger for Innovation
Advertiser's Index
Canadian Retailer - Store 2015 - cover1
Canadian Retailer - Store 2015 - cover2
Canadian Retailer - Store 2015 - 3
Canadian Retailer - Store 2015 - Publisher's Desk
Canadian Retailer - Store 2015 - 5
Canadian Retailer - Store 2015 - Retail Currents
Canadian Retailer - Store 2015 - 7
Canadian Retailer - Store 2015 - 8
Canadian Retailer - Store 2015 - 9
Canadian Retailer - Store 2015 - Under the Banner
Canadian Retailer - Store 2015 - 11
Canadian Retailer - Store 2015 - Success Starts Everywhere
Canadian Retailer - Store 2015 - 13
Canadian Retailer - Store 2015 - 14
Canadian Retailer - Store 2015 - 15
Canadian Retailer - Store 2015 - 16
Canadian Retailer - Store 2015 - 17
Canadian Retailer - Store 2015 - Technology, the Economy and Cyber-Crime: Harnessing Disruption
Canadian Retailer - Store 2015 - 19
Canadian Retailer - Store 2015 - 20
Canadian Retailer - Store 2015 - 21
Canadian Retailer - Store 2015 - 22
Canadian Retailer - Store 2015 - 23
Canadian Retailer - Store 2015 - 24
Canadian Retailer - Store 2015 - 25
Canadian Retailer - Store 2015 - Top 5 Takeaways From Store 2015
Canadian Retailer - Store 2015 - 27
Canadian Retailer - Store 2015 - 28
Canadian Retailer - Store 2015 - 29
Canadian Retailer - Store 2015 - Honouring Retail Leaders
Canadian Retailer - Store 2015 - 31
Canadian Retailer - Store 2015 - 32
Canadian Retailer - Store 2015 - 33
Canadian Retailer - Store 2015 - 34
Canadian Retailer - Store 2015 - 35
Canadian Retailer - Store 2015 - 36
Canadian Retailer - Store 2015 - 37
Canadian Retailer - Store 2015 - 38
Canadian Retailer - Store 2015 - ERA 2015—the Best of the Best
Canadian Retailer - Store 2015 - 40
Canadian Retailer - Store 2015 - 41
Canadian Retailer - Store 2015 - 42
Canadian Retailer - Store 2015 - 43
Canadian Retailer - Store 2015 - Top Grocery Rookies Showcase Hunger for Innovation
Canadian Retailer - Store 2015 - 45
Canadian Retailer - Store 2015 - 46
Canadian Retailer - Store 2015 - 47
Canadian Retailer - Store 2015 - 48
Canadian Retailer - Store 2015 - 49
Canadian Retailer - Store 2015 - 50
Canadian Retailer - Store 2015 - 51
Canadian Retailer - Store 2015 - 52
Canadian Retailer - Store 2015 - 53
Canadian Retailer - Store 2015 - Advertiser's Index
Canadian Retailer - Store 2015 - cover3
Canadian Retailer - Store 2015 - cover4
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