Canadian Retailer - Store 2017 - 37

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

AWA R D WI N N ERS

Maxi campaign makes history for Loblaw
Companies Limited
MAXI has the largest market share among discount banners in Quebec.

But it had to do something to correct misperceptions customers had about
the quality of the store's produce.
The store launched a focused marketing and communications campaign
to educate consumers on the store's dedication to service and freshness.
The marketing campaign today is considered to have had the biggest impact in Loblaw's history in the province of Quebec.
Johanne Héroux, Director of Corporate Affairs and Communication
at Loblaw, says the Maxi campaign blanketed Quebec and delivered the
message they wanted Quebecers to hear.
"This is the first Maxi campaign in many years. We're proud of the excitement it's generated, reaching 98 per cent of the French-speaking population and generating more than 60,000 social media engagements. Various metrics around sales were also favourably impacted," says Héroux.

Correcting misperceptions at Maxi.

Toys "R" Us institutes new position: Chief Play Officer
TO be heard in a cluttered market, Toys "R" Us reasserted its pos-

ition as the go-to expert on toys by launching one of its most effective marketing campaigns ever. The marketing campaign featured
the "Chief Play Officer," a role created to test and share the newest
in the world of play.
Toys "R" Us positioned the CPO as a relatable spokesperson who
provides real and honest opinions from a kid's point-of-view. The CPO
campaign garnered the most media impressions across the most platforms for Toys "R" Us. The retailer accomplished this feat by incorporating the CPO into more marketing strategies than ever before.
The campaign was so successful that the retailer says it will make the
"most sought after" position a part of future marketing campaigns.

Testing and sharing with the Chief Play Officer.
AWA R D S P O N SO R

OMNICHANNEL

Best Buy's Totally Serious Retail
TODAY'S customers expect a consistent shopping experience across all

points of interaction, and one that frees them to shop how they want.
To give customers the freedom they want, Best Buy developed a Total
Retail approach to retailing.
Total Retail is a connected group of initiatives that make it easier for
customers to find the product they want, purchase it through the channel of their choice, and acquire it in the manner they choose. Among its
many innovations to deliver on these demands, the electronics retailer
expanded its assortment, revamped its multi-channel fulfillment, and
devised Ship-From-Store and Reserve-and-Pick-Up initiatives.
The results of Total Retail underline the heightened experience retailers can achieve if they deliver what customers desire. The Reserve and
Pick-Up initiative, for example, allows customers to pick up a product in
a store within 20 minutes of reserving the product online.
"We've broken down traditional retail silos to meet our customers
where and how they choose to shop with us," says Thierry Hay-Sabourin, Senior Vice-President of eCommerce at Best Buy, "making bricksand-clicks collaboration a seamless reality."

www.retailcouncil.org/cdnretailer

AWA R D WI N N ER

Total Retail: giving customers what they want.

AWA R D S P O N SO R

THE LOSS PREVENTION ISSUE

| CANADIAN RETAILER | 37


http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Store 2017

Publisher’s Desk
Retail Currents
Under the Banner
At Issue
Association News
A Family Affair
20 Pairs of Blue Jeans
Riding the Radio Wave
Canada’s Retail Conference Wows Attendees
ERA 2017: The Best of Canadian Retail
Honouring Canadian Retail Greatness
Grand Prix Tracks “Slow Food Fast” and Other Grocery Trends
Longo’s Tradition of Freshness Honoured
Supporting Tomorrow’s Retail Leaders
Restorative Justice: A Proving Ground for Loss Prevention
Preventing Loss Through Data Analytics
Advertisers’ Index
Canadian Retailer - Store 2017 - Intro
Canadian Retailer - Store 2017 - bellyband1
Canadian Retailer - Store 2017 - bellyband2
Canadian Retailer - Store 2017 - cover1
Canadian Retailer - Store 2017 - cover2
Canadian Retailer - Store 2017 - 3
Canadian Retailer - Store 2017 - Publisher’s Desk
Canadian Retailer - Store 2017 - 5
Canadian Retailer - Store 2017 - Retail Currents
Canadian Retailer - Store 2017 - 7
Canadian Retailer - Store 2017 - Under the Banner
Canadian Retailer - Store 2017 - 9
Canadian Retailer - Store 2017 - At Issue
Canadian Retailer - Store 2017 - 11
Canadian Retailer - Store 2017 - Association News
Canadian Retailer - Store 2017 - 13
Canadian Retailer - Store 2017 - 14
Canadian Retailer - Store 2017 - 15
Canadian Retailer - Store 2017 - A Family Affair
Canadian Retailer - Store 2017 - 17
Canadian Retailer - Store 2017 - 18
Canadian Retailer - Store 2017 - 19
Canadian Retailer - Store 2017 - 20
Canadian Retailer - Store 2017 - 21
Canadian Retailer - Store 2017 - 20 Pairs of Blue Jeans
Canadian Retailer - Store 2017 - 23
Canadian Retailer - Store 2017 - 24
Canadian Retailer - Store 2017 - 25
Canadian Retailer - Store 2017 - Riding the Radio Wave
Canadian Retailer - Store 2017 - 27
Canadian Retailer - Store 2017 - 28
Canadian Retailer - Store 2017 - 29
Canadian Retailer - Store 2017 - Canada’s Retail Conference Wows Attendees
Canadian Retailer - Store 2017 - 31
Canadian Retailer - Store 2017 - 32
Canadian Retailer - Store 2017 - 33
Canadian Retailer - Store 2017 - ERA 2017: The Best of Canadian Retail
Canadian Retailer - Store 2017 - 35
Canadian Retailer - Store 2017 - 36
Canadian Retailer - Store 2017 - 37
Canadian Retailer - Store 2017 - 38
Canadian Retailer - Store 2017 - 39
Canadian Retailer - Store 2017 - Honouring Canadian Retail Greatness
Canadian Retailer - Store 2017 - 41
Canadian Retailer - Store 2017 - 42
Canadian Retailer - Store 2017 - 43
Canadian Retailer - Store 2017 - 44
Canadian Retailer - Store 2017 - 45
Canadian Retailer - Store 2017 - 46
Canadian Retailer - Store 2017 - 47
Canadian Retailer - Store 2017 - Grand Prix Tracks “Slow Food Fast” and Other Grocery Trends
Canadian Retailer - Store 2017 - 49
Canadian Retailer - Store 2017 - 50
Canadian Retailer - Store 2017 - 51
Canadian Retailer - Store 2017 - Longo’s Tradition of Freshness Honoured
Canadian Retailer - Store 2017 - 53
Canadian Retailer - Store 2017 - 54
Canadian Retailer - Store 2017 - 55
Canadian Retailer - Store 2017 - Supporting Tomorrow’s Retail Leaders
Canadian Retailer - Store 2017 - 57
Canadian Retailer - Store 2017 - Restorative Justice: A Proving Ground for Loss Prevention
Canadian Retailer - Store 2017 - 59
Canadian Retailer - Store 2017 - 60
Canadian Retailer - Store 2017 - 61
Canadian Retailer - Store 2017 - Preventing Loss Through Data Analytics
Canadian Retailer - Store 2017 - 63
Canadian Retailer - Store 2017 - 64
Canadian Retailer - Store 2017 - 65
Canadian Retailer - Store 2017 - Advertisers’ Index
Canadian Retailer - Store 2017 - cover3
Canadian Retailer - Store 2017 - cover4
Canadian Retailer - Store 2017 - divider1
Canadian Retailer - Store 2017 - divider2
Canadian Retailer - Store 2017 - 69
Canadian Retailer - Store 2017 - 70
Canadian Retailer - Store 2017 - 71
https://www.nxtbook.com/naylor/RETS/RETS0617
https://www.nxtbook.com/naylor/RETS/RETS0517
https://www.nxtbook.com/naylor/RETS/RETS0417
https://www.nxtbook.com/naylor/RETS/RETS0317
https://www.nxtbook.com/naylor/RETS/RETS0217
https://www.nxtbook.com/naylor/RETS/RETS0117
https://www.nxtbook.com/naylor/RETS/RETS0616
https://www.nxtbook.com/naylor/RETS/RETS0516
https://www.nxtbook.com/naylor/RETS/RETS0416
https://www.nxtbook.com/naylor/RETS/RETS0316
https://www.nxtbook.com/naylor/RETS/RETS0216
https://www.nxtbook.com/naylor/RETS/RETS0116
https://www.nxtbook.com/naylor/RETS/RETS0615
https://www.nxtbook.com/naylor/RETS/RETS0515
https://www.nxtbook.com/naylor/RETS/RETS0415
https://www.nxtbook.com/naylor/RETS/RETS0315
https://www.nxtbook.com/naylor/RETS/RETS0215
https://www.nxtbook.com/naylor/RETS/RETS0115
https://www.nxtbook.com/naylor/RETS/RETS0614
https://www.nxtbook.com/naylor/RETS/RETS0514
https://www.nxtbook.com/naylor/RETS/RETS0414
https://www.nxtbook.com/naylor/RETS/RETS0314
https://www.nxtbook.com/naylor/RETS/RETS0214
https://www.nxtbook.com/naylor/RETS/RETS0114
https://www.nxtbook.com/naylor/RETS/RETS0613
https://www.nxtbook.com/naylor/RETS/RETS0513
https://www.nxtbook.com/naylor/RETS/RETS0413
https://www.nxtbook.com/naylor/RETS/RETS0313
https://www.nxtbook.com/naylor/RETS/GrandPrix2012
https://www.nxtbook.com/naylor/RETS/RETS0213
https://www.nxtbook.com/naylor/RETS/RETS0113
https://www.nxtbook.com/nxtbooks/naylor/RETS0612
https://www.nxtbook.com/nxtbooks/naylor/RETS0512
https://www.nxtbook.com/nxtbooks/naylor/RETS0412
https://www.nxtbook.com/nxtbooks/naylor/RETS0312
https://www.nxtbook.com/nxtbooks/naylor/RETS0212
https://www.nxtbook.com/nxtbooks/naylor/RETS0112
https://www.nxtbook.com/nxtbooks/naylor/RETS0611
https://www.nxtbook.com/nxtbooks/naylor/RETS0511
https://www.nxtbook.com/nxtbooks/naylor/RETS0411
https://www.nxtbook.com/nxtbooks/naylor/RETS0311
https://www.nxtbook.com/nxtbooks/naylor/RETS0211
https://www.nxtbook.com/nxtbooks/naylor/RETS0111
https://www.nxtbook.com/nxtbooks/naylor/RETS0610
https://www.nxtbook.com/nxtbooks/naylor/RETS0510
https://www.nxtbook.com/nxtbooks/naylor/RETS0410
https://www.nxtbook.com/nxtbooks/naylor/RETS0310
https://www.nxtbook.com/nxtbooks/naylor/RETS0210
https://www.nxtbook.com/nxtbooks/naylor/RETS0110
https://www.nxtbook.com/nxtbooks/naylor/RETS0309
https://www.nxtbook.com/nxtbooks/naylor/RETS0209
https://www.nxtbookmedia.com