Canadian Retailer - Store 2016 - 31

M A R K E T I N G & CO M M U N I C AT I O N S

Reitmans. Really.

The venerable Canadian retailer Reitmans needed to reposition
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its aging brand-no easy feat for any retailer. But Reitmans did it
with a savvy campaign called "Reitmans. Really." The
campaign confronted consumer biases about Reitmans. It may be an older retailer, but that doesn't mean
it isn't fresh and relevant. Through carefully crafted
stunt marketing and a coordinated public relations
campaign and media buy (reaching nearly 18-million
impressions), Reitmans introduced the company to a
whole new generation of shoppers, without alienating its current customers. In-store traffic, average
sales, online sales, and overall comparative sales all increased during the campaign.

Discover Another Side of Walmart Canada
Walmart set out to overcome negative perceptions some customers had
about its fresh grocery offerings, particularly meat and produce. The idea
was to encourage customers to "Discover Another Side" of Walmart. The
retailer reached customers through TV and radio commercials, a public relations campaign, in-store promotions and tailgate events, direct
marketing, and digital marketing. The "Discover Another Side" tagline
united all fresh initiatives in 2015. The massive campaign hit all its objectives, including the goal of educating customers about Walmart's
products. Sixty-nine per cent of Canadians saw one or more of the campaign elements, customer impressions about Walmart's fresh selections
improved, and sales in fresh products jumped.

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OMNICHANNEL

Leadership in Total Retail

Best Buy Canada came to an important realization: the days of
segmenting customers by store or online channels are gone, and
retailers must deliver a complete, consistent, end-to-end shopping experience that allows customers to see a retailer's entire
inventory in real time. "Customers don't have time and they want
efficiency, choice, convenience, and a seamless, cohesive experience across all these channels," says Thierry Hay-Sabourin, Senior Vice President of eCommerce at Best Buy Canada.
Customers wanted a superior omnichannel experience, so Best
Buy Canada set out to deliver it. The solution was "Total Retail,"
a program that interweaves digital and physical touchpoints
into a single seamless experience. Total Retail includes reserve
and pick-up, multi-channel fulfilment, delivery estimates, easy
returns, and more-all initiatives that enhance the customers'
shopping experience. The solution increased sales and, importantly, improved customer service scores company-wide. The
program has been so successful that Best Buy has already expanded its Total Retail service offerings, including a ship-fromstore program that displays all inventory across the distribution
and "Marketplace," an initiative that allows sellers of brands not
traditionally associated with Best Buy Canada to sell on BestBuy.
ca. Since launching Marketplace in 2016, Best Buy's product assortment multiplied by a factor of 10.

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Best Buy Canada: creating a seamless shopping experience.

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STORE 2016 | CANADIAN RETAILER

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