Canadian Retailer - Holiday 2013 - 37

Doug Campbell: "The challenge for us is about
where best to channel our investments, because
the investments we choose to make need to
deliver a return. Things are moving quickly with
Omnichannel and often the purchasing path
we've made for the customer is not linear, it's
a web. This makes it difficult to traverse. As a
department store with so many different categories, our challenge is how to build that linear path,
and in doing so we can identify where best to
invest our resources."
53% increase in
Internet users between
2009-2012, globally.

Chris Hodgson: "One of the biggest challenges we see with
our larger retailers is that their organizational structure is not
built to accommodate these changes at the speed at which
you need, to keep up in today's retail environment. These
larger organizations have been built on doing business in a
traditional way. The focus is now on the customer and the role
that technology plays in their retail experience. A lot of information is online and the consumer is in control. Companies
need to shift their mindset and their strategy to accommodate
for this change. There will be winners and losers. In order to
survive these challenges ahead, you need to be agile."
78% of all purchasing
decisions made today are
made before a consumer
enters the store.

84% of smartphone
shoppers use their phones
while in a physical store.
-Google Think Insights, May 2013

INCORPORATING SOCIAL MEDIA AS PART OF YOUR MARKETING STRATEGY

Willy Kruh: Let's take a step back and discuss what
has led to, or facilitated, the rise of omnichannel
retail. At the heart of these changes is an empowered new consumer who is leveraging technology
and social media to their benefit. The consumer of
today is employing social media to learn about the
products and services they want to buy, to share
information, and to actively communicate their
opinions in real-time, and with the expectation that
your organizations will respond ASAP. Retailers
have had to recalibrate and alter their traditional
methods of communication and marketing to
accommodate for this shift. Marketing and advertising have now moved from the more traditional
mediums, like print, radio, television, flyers and of
course via people, to incorporate technology and
social media as the contemporary way to connect
with consumers. Let's chat for a bit about how your
organizations have utilized social media to market
your products, create awareness, enhance your
brands, engage your consumers, obtain intelligence
and even encourage them into your stores.
Michael Medline: "With social media, we now receive instantaneous feedback. The person who's come to the store can
also get feedback that enables them to get in and out of a
store with product quickly. In some cases it can encourage
them to buy more. At SportChek, in particular, the consumer
demographic is much younger and they expect social media
to be a part of their buying experience. Another really interesting aspect of social media is for recruitment. Our chief
marketing officer did a really exciting video online about
what it means to be in marketing at SportChek and it drove
tons of innovative young talent to apply to work for us. Social
media has been a great recruiting tool."

Charles Brown: "With social media, the challenges are ubiquitous and you have to be there all
the time. What I think is fascinating about social
media is how it allows you to tell the story. It presents an opportunity to tell a story differently. It's
all about the interaction with people. Why should
they look at this stuff you're selling? You have to
give them something of value, and you have to
sell it as a narrative. The power of social media
to drive sales is fascinating to me. We have seen
our water speakers go from ten sales per day, to
thousands because something goes viral."

www.retailcouncil.org/cdnretailer | holiday 2013 | canadian retailer |

37


http://www.retailcouncil.org/cdnretailer

Canadian Retailer - Holiday 2013

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

PUBLISHER’S DESK
RETAIL CURRENTS
RETAIL: AT ISSUE
TECHNOLOGICAL ADVANCES THAT HAVE SHAPED RETAIL
MORE SLOW, MODEST GROWTH PREDICTED
CANADIAN RETAILERS INNOVATING TOWARD SUCCESS
17 TIPS FOR RECOVERING FROM THE POSTCHRISTMAS HANGOVER
DIFFERENTIATION AND SERVICE KEY TO INDIE SUCCESS
TECHNOLOGY AND RETAIL INNOVATION
ADVERTISER'S INDEX
RETAIL QUICK TIPS
Canadian Retailer - Holiday 2013 - Cover1
Canadian Retailer - Holiday 2013 - Cover2
Canadian Retailer - Holiday 2013 - 3
Canadian Retailer - Holiday 2013 - 4
Canadian Retailer - Holiday 2013 - 5
Canadian Retailer - Holiday 2013 - PUBLISHER’S DESK
Canadian Retailer - Holiday 2013 - 7
Canadian Retailer - Holiday 2013 - RETAIL CURRENTS
Canadian Retailer - Holiday 2013 - 9
Canadian Retailer - Holiday 2013 - 10
Canadian Retailer - Holiday 2013 - 11
Canadian Retailer - Holiday 2013 - RETAIL: AT ISSUE
Canadian Retailer - Holiday 2013 - 13
Canadian Retailer - Holiday 2013 - TECHNOLOGICAL ADVANCES THAT HAVE SHAPED RETAIL
Canadian Retailer - Holiday 2013 - 15
Canadian Retailer - Holiday 2013 - MORE SLOW, MODEST GROWTH PREDICTED
Canadian Retailer - Holiday 2013 - 17
Canadian Retailer - Holiday 2013 - 18
Canadian Retailer - Holiday 2013 - 19
Canadian Retailer - Holiday 2013 - CANADIAN RETAILERS INNOVATING TOWARD SUCCESS
Canadian Retailer - Holiday 2013 - 21
Canadian Retailer - Holiday 2013 - 22
Canadian Retailer - Holiday 2013 - 23
Canadian Retailer - Holiday 2013 - 24
Canadian Retailer - Holiday 2013 - 17 TIPS FOR RECOVERING FROM THE POSTCHRISTMAS HANGOVER
Canadian Retailer - Holiday 2013 - 26
Canadian Retailer - Holiday 2013 - 27
Canadian Retailer - Holiday 2013 - 28
Canadian Retailer - Holiday 2013 - 29
Canadian Retailer - Holiday 2013 - 30
Canadian Retailer - Holiday 2013 - DIFFERENTIATION AND SERVICE KEY TO INDIE SUCCESS
Canadian Retailer - Holiday 2013 - 32
Canadian Retailer - Holiday 2013 - 33
Canadian Retailer - Holiday 2013 - TECHNOLOGY AND RETAIL INNOVATION
Canadian Retailer - Holiday 2013 - 35
Canadian Retailer - Holiday 2013 - 36
Canadian Retailer - Holiday 2013 - 37
Canadian Retailer - Holiday 2013 - 38
Canadian Retailer - Holiday 2013 - 39
Canadian Retailer - Holiday 2013 - 40
Canadian Retailer - Holiday 2013 - 41
Canadian Retailer - Holiday 2013 - 42
Canadian Retailer - Holiday 2013 - 43
Canadian Retailer - Holiday 2013 - 44
Canadian Retailer - Holiday 2013 - ADVERTISER'S INDEX
Canadian Retailer - Holiday 2013 - RETAIL QUICK TIPS
Canadian Retailer - Holiday 2013 - Cover3
Canadian Retailer - Holiday 2013 - Cover4
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