As part of its ongoing commitment to revamping its digital technology practices, Canadian Tire has launched a new interactive online catalogue called The Canadian Way.
Jim Kozack, vice-president of customer programs at Canadian Tire, said the new digital hub is intended to be both more immersive than the regular Canadian Tire site and provide a better showcase for its products.
“We wanted to have a much more inspiring, instructive, informational experience than someone would have just looking at the Canadian Tire assortment,” Kozack said.
The Canadian Way is divided into four main sections: living, fixing, playing and driving, with subsections devoted to things such as backyards, home living and family fun. It features approximately 300 of what Kozack called “highlight products” for spring, although consumers will also be able to link to additional items featured on the Canadian Tire website.
It is also customizable. A section on patio season, for example, enables visitors to customize the look – and the showcased products – by time of day (morning, afternoon, dusk or night). The site also features instructional videos and how-to guides.
Developed by Tribal DDB, the initiative is the result of what Kozack called a “coordinated effort” by Canadian Tire’s IT and digital marketing teams. The program has been in development for about five months, he said.
While The Canadian Way will be refreshed seasonally, it will also be updated on an ongoing basis with consumer feedback culled from various sources such as Facebook. “We very much expect this to be a living presence,” said Kozack. “It’s about real Canadians and their stories and how Canadian Tire plays a role in them. We just want to make it a very dynamic experience.
“Where customers take it will be an interesting place for us to follow.”
Canadian Tire is driving to the site through its weekly print and e-flyers, as well as its website and its social media channels. It will also be promoted through a new in-store digital network rolling out over the coming months, said Kozack.
The Canadian Way is part of an ongoing emphasis on digital for Canadian Tire, said Kozack. “CanadianTire.ca has always been a highly trafficked retail destination, our Facebook is very important, but it’s very clear to us that as we look to the future, we really have to anticipate the needs of Canadians and how those needs are evolving.”
One of those ways is e-commerce. While online shoppers can currently only purchase tires through its web site, Kozack said that the company is developing its e-commerce capabilities. “Doing more with e-commerce is absolutely on our plan,” he said. “We are working toward that quite diligently.”
The Canadian Way is targeted towards families with young children, said Kozack. “It just reaches a group may be a bit more digitally savvy. ” He said that he would like The Canadian Way to become a virtual gathering space for its customers.
