Canadian Retailer - Fall 2014 - 39

effect. With more than 410,000 fans of the
Canadian grocer on social media, MarieClaude Bacon, Senior Director, Corporate
Affairs, Metro Inc., advises that the channel
can not only be used to connect with customers, but can also serve as a conduit for
localized information and feedback to address regional needs and preferences.
"Social media is a great way to obtain
feedback from our customers and then
implement changes at individual stores
based on that information. With some 350
Metro stores in Quebec and Ontario, typically the feedback we receive via social
media is about a service experience at a
local store. We take this information and
share it with operations and the local store
manager, who will address the feedback
and use it to customize our offering at that
specific store. Leveraging the tool in this
way allows us to remain nimble and on the
front of local issues and feedback."
the data age

Another global phenomenon that presents retailers with a plethora of opportunities is "big data". As Kruh points out,
its promise is so great, the amount of data
so vast, that if appropriately analyzed and
utilized, it has the potential to transform
the entire retail process.
"Technology has become a tool that informs, which has had an enormous impact
on the world, and retail in particular," he
says. "It's allowed us to move from a linear
two-way in-store transaction to an omnichannel approach where numerous channels
-in-store, on-line, mobile, social, digital
shelf, mobile wallet-all intersect and converge. And it's amazing to see how these
technologies are being harnessed. Amazon
uses predictive apps, analytics and proprietary algorithms so they can predict future
purchases on a global basis-it's a bit mindblowing. How does your organization leverage Big Data and Analytics?"
At Canadian Tire, whose reach spans the
country, the company has the chance to
hone in on the information and increase its
value offer to the customer. With the recent
launch of its new digital loyalty program,
My Canadian Tire 'Money,' the company

www.retailcouncil.org/cdnretailer

SocIALLy-mINDED
Participants agree that the use of social media can be a
boon for businesses seeking to communicate with and
market to their customers, and shared some of their top
tips for retailers to consider.
test and share
Bacon: "constantly testing and trying to improve on response times is critical. the feedback that retailers receive
on social media allows them to improve their businesses.
but the challenge is ensuring that this feedback is shared
and utilized across all stores."
Stay close to the buzz
Martini: "You have to stay on top of what's happening on social media. it can help you anticipate 'the next big thing' and
to prepare for it. rarely can you control what's happening
on the internet. but by staying very close to it, the feedback
that you receive can help you create your next idea."
Watch and listen
Bennison: "the monitoring of social media is not a part-time
activity. to engage properly and to utilize the medium to
its fullest, you have to make sure you have people working
full-time on your social platforms. if you aren't completely
committed to this, you run the risk of someone else shaping
your message and shaping your brand for you, and it might
not always be in the best interest of the company. Your full
engagement with the customer allows you to manage your
message and improve your offering to them."
Protect the brand
Deacon: "the focus always has to be on preserving the authenticity of the brand. Social media is important, presenting
numerous opportunities to engage. but retailers must be
careful to preserve the integrity of the brand, making sure
that every campaign and exercise executed on social media
is perfectly in line with the brand and the customer."

will know its customers even better than it does today.
"We leverage lots of data and analytics," says Deacon. "And
we are in a position now where we can really do something with
all of the information. But our goal is to be able to leverage it in
a way that allows us the opportunity to meaningfully engage
the customer. We're currently building the capabilities to do

fall 2014 | cANADIAN REtAILER

| 39

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Canadian Retailer - Fall 2014

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