Canadian Retailer - Fall 2014 - 37

marketing for us. They become ambassadors and spokespeople, and if you invest in developing real conversations
and emotionally connecting with the influencers in your
target market, you create the opportunity to engender
deep brand loyalty and trust in your organization."
The approach is similar for Aritzia, another leading Canadian retailer that marketed one of its latest apparel lines
on the bodies of upcoming musicians and artists. And the
response was the same, too, generating excellent feedback
from its customers as the images from its #FallforUs campaign were being posted and shared everywhere on the
internet, including social media sites.
Canadians spend an average of 2 hours 19
minutes on social networks each day.

91%

85%

of Canadian
Internet users have
a social media
account.

45%

26%

46%
SOURCE: Canadian`s Internet Business

"With our latest campaign, it was important for us to
ensure that we were incorporating as many different
touch-points as possible, including social media, to ensure the greatest success," says Pippa Morgan, Executive
Vice-President, Retail Division, aritzia. however, she
adds that failing to address the importance of integration
within a company can hurt some retailers if they aren't
careful. "You need to be ready to respond quickly in the
social space once you are out there. And, more importantly, you need to ensure that there is integration between
channels. The communication between your external,
client-facing, employees and internal people working at
the corporate office is critical. as retailers, we're always
striving to enhance the customer experience. And, whether our customer is engaging with us online, in-store or on
their mobile device, their experience with us has to be
consistent. If executed properly, social media can help
you create that consistency, while becoming the centerpiece of engagement between you and your customer."

www.retailcouncil.org/cdnretailer

fall 2014 | cANADIAN REtAILER

| 37



http://www.retailcouncil.org/cdnretailer

Canadian Retailer - Fall 2014

Table of Contents for the Digital Edition of Canadian Retailer - Fall 2014

Member Insights
Retails Currents
Retail: At Issue
Being Green
Big Gains in the Supply Chain Game Bringing Supplier Closer to Customers
Protect Your Retails Business Against Fraud
Clean Sweep
The Modern Era of Retail Enagagement
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Fall 2014 - cover1
Canadian Retailer - Fall 2014 - cover2
Canadian Retailer - Fall 2014 - 3
Canadian Retailer - Fall 2014 - Member Insights
Canadian Retailer - Fall 2014 - 5
Canadian Retailer - Fall 2014 - Retails Currents
Canadian Retailer - Fall 2014 - 7
Canadian Retailer - Fall 2014 - 8
Canadian Retailer - Fall 2014 - 9
Canadian Retailer - Fall 2014 - Retail: At Issue
Canadian Retailer - Fall 2014 - 11
Canadian Retailer - Fall 2014 - Being Green
Canadian Retailer - Fall 2014 - 13
Canadian Retailer - Fall 2014 - 14
Canadian Retailer - Fall 2014 - 15
Canadian Retailer - Fall 2014 - 16
Canadian Retailer - Fall 2014 - 17
Canadian Retailer - Fall 2014 - Big Gains in the Supply Chain Game Bringing Supplier Closer to Customers
Canadian Retailer - Fall 2014 - 19
Canadian Retailer - Fall 2014 - 20
Canadian Retailer - Fall 2014 - 21
Canadian Retailer - Fall 2014 - 22
Canadian Retailer - Fall 2014 - Protect Your Retails Business Against Fraud
Canadian Retailer - Fall 2014 - 24
Canadian Retailer - Fall 2014 - Clean Sweep
Canadian Retailer - Fall 2014 - 26
Canadian Retailer - Fall 2014 - 27
Canadian Retailer - Fall 2014 - 28
Canadian Retailer - Fall 2014 - 29
Canadian Retailer - Fall 2014 - 30
Canadian Retailer - Fall 2014 - 31
Canadian Retailer - Fall 2014 - 32
Canadian Retailer - Fall 2014 - 33
Canadian Retailer - Fall 2014 - The Modern Era of Retail Enagagement
Canadian Retailer - Fall 2014 - 35
Canadian Retailer - Fall 2014 - 36
Canadian Retailer - Fall 2014 - 37
Canadian Retailer - Fall 2014 - 38
Canadian Retailer - Fall 2014 - 39
Canadian Retailer - Fall 2014 - 40
Canadian Retailer - Fall 2014 - 41
Canadian Retailer - Fall 2014 - 42
Canadian Retailer - Fall 2014 - 43
Canadian Retailer - Fall 2014 - 44
Canadian Retailer - Fall 2014 - 45
Canadian Retailer - Fall 2014 - 46
Canadian Retailer - Fall 2014 - 47
Canadian Retailer - Fall 2014 - 48
Canadian Retailer - Fall 2014 - Advertiser's Index
Canadian Retailer - Fall 2014 - Retail Quick Tips
Canadian Retailer - Fall 2014 - cover3
Canadian Retailer - Fall 2014 - cover4
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