Canadian Retailer - Store 2013 - 16

STORE 2013 AWARDS OF DISTINCTION

DISTINGUISHED RETAILER OF THE YEAR

TURNING AROUND AN ICON

Canadian Tire’s Stephen
Wetmore awarded for
reenergizing the brand
BY DANIELLE HARDER
IF YOU ASK his colleagues what makes Canadian Tire presi- interactions with the consumer, and he urges
dent and CEO Stephen Wetmore a distinguished retailer, his colleagues and associates to pay particular
they’ll tell you he’s not afraid to upset the status quo, he’s open attention to this as well.
to breaking long held trends, and he builds strong relation“He continuously challenges us to think of
ships with employees, dealers and customers alike.
what’s coming around the corner, what’s next.
Ask him and he gives all the credit to his colleagues. And What is it the consumer needs from us?” says
therein lays the success of Wetmore and his vision for the fu- Dave Deplaedt, Canadian Tire dealer in Sasture of the iconic brand. It’s not about him; it’s about ‘us’.
katoon and president of the Canadian Tire
“The part of business that interests me is to build a great Dealer Association.
team and then let them go,” he says. “They believe in themselves more now than they could Q&A WITH STEPHEN WETMORE
What represents a great shopping experience?
have a few years ago.”
Wetmore was awarded this year’s Distinguished “The shopping experience for me has to be exciting, there has
to be some entertainment, a little bit of ‘wow’. It needs to be
Retailer of the Year by Retail Council of Canada, creative, showing you things you don’t usually see.”
a title Maureen Sabia, chairman of the Canadian What is tomorrow's 'game-changer' in Canadian retail?
Tire board, says he deserves for reenergizing the “Big data. Being able to apply data in a value-added way to
your client. Marketing on mobile devices so that we know if
company and changing the culture within it.
“He is successful for many reasons,” Sabia says. you have a cottage, a car, a family and what you buy—and
then knowing what to send to your mobile.”
“But at the core of his success is how trusted he is
by our management, our dealers and by our board of directors.”
What’s next consumes Wetmore, who has
Wetmore is driven by a philosophy that centres on the Can- put a renewed focus on technology and the
adian Tire brand and that touches all aspects of how he runs use of data.
the company, whether re-establishing a positive relationship
“My goal is to be ready for the unexpectand a new, long-term agreement with its franchise dealers or ed,” he says. “We can do things today that we
signing an eight-year sponsorship deal to be premier national couldn’t do even two or three years ago. How
partner of the Canadian Olympic and Paralympic Teams.
technology changes the pre-shop, in store ex“I’ve put ten times the focus on our brand,” he says. “We perience and post-shop is fascinating to watch.”
have to keep the triangle strong.”
Canadian Tire is boldly challenging sophisAnd, at a time when U.S. retailers such as Target are cross- ticated retailers such as Target and Walmart
ing the border, Wetmore is working hard to maintain the ‘Can- with new initiatives such as a digital catalogue
adian’ in the company name. Aside from the Olympic spon- that includes how-to videos, feature stories and
sorship, Canadian Tire assists more than 100,000 children a complete product descriptions. The company
year through its Jumpstart sports program and the company is also outfitting sales associates with iPads so
has been on the frontlines of emergencies across the country, they can access the same information as cusincluding the recent floods in Alberta.
tomers, and boosting the virtual square foot“Canadian Tire almost represents Canada,” he says.
age of some stores using technology that emBut it’s his focus on technology and data where Wetmore beds audio and video into QR codes.
has really distinguished himself, according to his peers. He
“The world is upside down,” Wetmore says.
seems to understand at a very intuitive level the impact that “You have to dramatically and fully embrace
technology has on business and the ways it enables enhanced technology to succeed.”

16 |

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Canadian Retailer - Store 2013

Table of Contents for the Digital Edition of Canadian Retailer - Store 2013

PUBLISHER’S DESK
RETAIL CURRENTS
RETAIL: AT ISSUE
STORE 2013—EVOLUTION OF RETAIL
AWARDS OF DISTINCTION
EXCELLENCE IN RETAIL AWARDS
CONFERENCE INSIGHTS
RETAIL AS A CAREER SCHOLARSHIPS
LIBRIS AWARDS
GRAND PRIX AWARDS
TABLETS CHANGING THE RETAIL EXPERIENCE
MYSTORE AS UNIQUE AS MY STORE
RETAIL COUNCIL OF CANADA—CELEBRATING 50 YEARS OF RETAIL INSPIRATION, INNOVATION AND GROWTH
50 YEARS STRONG: MOMENTOUS MOMENTS IN RECENT CANADIAN RETAILING HISTORY
STANDING UP FOR RETAILERS’ RIGHTS
CANADIAN E-COMMERCE INNOVATORS: THINKING OUTSIDE THE STORE
THE FUTURE OF RETAIL
ADVERTISERS’ INDEX
RETAIL QUICK TIPS
Canadian Retailer - Store 2013 - cover1
Canadian Retailer - Store 2013 - cover2
Canadian Retailer - Store 2013 - 3
Canadian Retailer - Store 2013 - 4
Canadian Retailer - Store 2013 - 5
Canadian Retailer - Store 2013 - PUBLISHER’S DESK
Canadian Retailer - Store 2013 - 7
Canadian Retailer - Store 2013 - RETAIL CURRENTS
Canadian Retailer - Store 2013 - 9
Canadian Retailer - Store 2013 - 10
Canadian Retailer - Store 2013 - 11
Canadian Retailer - Store 2013 - RETAIL: AT ISSUE
Canadian Retailer - Store 2013 - 13
Canadian Retailer - Store 2013 - 14
Canadian Retailer - Store 2013 - STORE 2013—EVOLUTION OF RETAIL
Canadian Retailer - Store 2013 - AWARDS OF DISTINCTION
Canadian Retailer - Store 2013 - 17
Canadian Retailer - Store 2013 - 18
Canadian Retailer - Store 2013 - 19
Canadian Retailer - Store 2013 - 20
Canadian Retailer - Store 2013 - 21
Canadian Retailer - Store 2013 - 22
Canadian Retailer - Store 2013 - 23
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Canadian Retailer - Store 2013 - 27
Canadian Retailer - Store 2013 - 28
Canadian Retailer - Store 2013 - 29
Canadian Retailer - Store 2013 - 30
Canadian Retailer - Store 2013 - 31
Canadian Retailer - Store 2013 - 32
Canadian Retailer - Store 2013 - EXCELLENCE IN RETAIL AWARDS
Canadian Retailer - Store 2013 - 34
Canadian Retailer - Store 2013 - 35
Canadian Retailer - Store 2013 - 36
Canadian Retailer - Store 2013 - 37
Canadian Retailer - Store 2013 - 38
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Canadian Retailer - Store 2013 - 41
Canadian Retailer - Store 2013 - 42
Canadian Retailer - Store 2013 - 43
Canadian Retailer - Store 2013 - 44
Canadian Retailer - Store 2013 - 45
Canadian Retailer - Store 2013 - CONFERENCE INSIGHTS
Canadian Retailer - Store 2013 - 47
Canadian Retailer - Store 2013 - 48
Canadian Retailer - Store 2013 - 49
Canadian Retailer - Store 2013 - RETAIL AS A CAREER SCHOLARSHIPS
Canadian Retailer - Store 2013 - 51
Canadian Retailer - Store 2013 - 52
Canadian Retailer - Store 2013 - LIBRIS AWARDS
Canadian Retailer - Store 2013 - 54
Canadian Retailer - Store 2013 - 55
Canadian Retailer - Store 2013 - 56
Canadian Retailer - Store 2013 - 57
Canadian Retailer - Store 2013 - GRAND PRIX AWARDS
Canadian Retailer - Store 2013 - 59
Canadian Retailer - Store 2013 - 60
Canadian Retailer - Store 2013 - 61
Canadian Retailer - Store 2013 - 62
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Canadian Retailer - Store 2013 - 72
Canadian Retailer - Store 2013 - 73
Canadian Retailer - Store 2013 - 74
Canadian Retailer - Store 2013 - 75
Canadian Retailer - Store 2013 - 76
Canadian Retailer - Store 2013 - TABLETS CHANGING THE RETAIL EXPERIENCE
Canadian Retailer - Store 2013 - 78
Canadian Retailer - Store 2013 - 79
Canadian Retailer - Store 2013 - 80
Canadian Retailer - Store 2013 - MYSTORE AS UNIQUE AS MY STORE
Canadian Retailer - Store 2013 - 82
Canadian Retailer - Store 2013 - 83
Canadian Retailer - Store 2013 - 84
Canadian Retailer - Store 2013 - RETAIL COUNCIL OF CANADA—CELEBRATING 50 YEARS OF RETAIL INSPIRATION, INNOVATION AND GROWTH
Canadian Retailer - Store 2013 - 50 YEARS STRONG: MOMENTOUS MOMENTS IN RECENT CANADIAN RETAILING HISTORY
Canadian Retailer - Store 2013 - 87
Canadian Retailer - Store 2013 - 88
Canadian Retailer - Store 2013 - 89
Canadian Retailer - Store 2013 - 90
Canadian Retailer - Store 2013 - 91
Canadian Retailer - Store 2013 - 92
Canadian Retailer - Store 2013 - 93
Canadian Retailer - Store 2013 - STANDING UP FOR RETAILERS’ RIGHTS
Canadian Retailer - Store 2013 - 95
Canadian Retailer - Store 2013 - 96
Canadian Retailer - Store 2013 - 97
Canadian Retailer - Store 2013 - CANADIAN E-COMMERCE INNOVATORS: THINKING OUTSIDE THE STORE
Canadian Retailer - Store 2013 - 99
Canadian Retailer - Store 2013 - 100
Canadian Retailer - Store 2013 - 101
Canadian Retailer - Store 2013 - 102
Canadian Retailer - Store 2013 - THE FUTURE OF RETAIL
Canadian Retailer - Store 2013 - 104
Canadian Retailer - Store 2013 - 105
Canadian Retailer - Store 2013 - 106
Canadian Retailer - Store 2013 - 107
Canadian Retailer - Store 2013 - 108
Canadian Retailer - Store 2013 - ADVERTISERS’ INDEX
Canadian Retailer - Store 2013 - RETAIL QUICK TIPS
Canadian Retailer - Store 2013 - cover3
Canadian Retailer - Store 2013 - cover4
Canadian Retailer - Store 2013 - 113
Canadian Retailer - Store 2013 - 114
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Canadian Retailer - Store 2013 - 119
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