Canadian Retailer - Winter 2011 - (Page 32)

| the consumer Engaging the CONSUMER Retailers are transforming relationships with their customers, building loyalty and improving their offering through the use of social media By Camilla Cornell NEW witter and Facebook followers of electronics retailer Best Buy Canada got a special surprise this holiday season. The company, which operates 70 stores in Canada and 850 in the U.S., launched its first ever UnBoxing Day event. Customers were able to upload videos of themselves unpacking high-tech items. Entries included everything from serious product reviews to a video of a kitten huddled in a packing box. Other visitors to the site voted for the videos they liked best, with the two most popular video entries receiving a $2,500 Best Buy gift card. Even contest voters were enrolled to win three $150 gift cards. The promotion was calculated to appeal to what IBM Canada dubs “the new consumer;” one who is increasingly wired to social media net- t 32 | canadian retailer | winter 2011 | retailcouncil.org/cdnretailer http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Winter 2011

Canadian Retailer - Winter 2011
Contents
Publisher's Desk
Shop Talk
Mobile Retail
Leadership Series
In Your Best Interest
Economy
Retail Forum
Sector Spotlight
Retail Profile
By the Numbers... Global
The Consumer
By the Numbers ... Canada
Human Resources
Advertisers' Index
Have Your Say

Canadian Retailer - Winter 2011

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