Quebec retailer Simons has selected Cossette as the agency partner for its upcoming national expansion strategy. Over the next few years, Simons will be establishing new brick and mortar locations across Canada. Cossette’s Montreal and Quebec offices will work jointly to assist the brand in building brand awareness beyond the borders of its home province.
The family-owned company will open in Vancouver, Calgary, Mississauga, Ont., Ottawa and Gatineau, Que., this year and into 2018. With the exception of West Edmonton Mall, the eight other existing Simons stores are based solely in Quebec.
In selecting Cossette, CEO Peter Simons says the agency’s national footprint was a factor (it has offices from Halifax to Vancouver), along with the sense that Simons could treat Cossette as more of a partner than simply a supplier of its creative.
“They understood very well who we are and our brand, and what we’re trying to do,” says Simons.
“It makes a difference. If the person understands you, you can have a relationship.”
The Simons goal of becoming a Canadian retailer with a national store presence will be a difficult task in the coming years. Already mired with store closures by the likes of Smart Set, Mexx and Jacob, the Canadian retail landscape is set to become even more competitive with the entrance of American chain Nordstrom.
“Nordstrom’s a world-class competitor, and we’re going to go head-to head-with them in Ottawa,” says Simons.
“In the end… it’s about how you serve people and your skill as a merchant, and your ability to present and create good interactions and good experiences. We’re going to do that one person at a time.”
Simons currently offers a mixture of reasonably priced in-house designs as well as products from other designer labels. The retailer has managed to make a home for clothing and accessories in the same price range as H&M or Zara, while still selling selected wares from designers like Alexander Wang, Moschino and Versace, to name just a few. The big question now is whether the rest of Canada will respond to the 175-year-old retailer in the same way Quebec shoppers have.
The brand’s expansion plan has now been underway for about five years, and will begin executing later this year. In addition to more locations, Simons also has a new digital strategy in the works that will add to both its in-store and online offerings. Instead of just shopping on the Simons website and ordering to their homes, customers will soon be able to check the availability of merchandise at certain locations before they make a trip to the store (“The purchase journey starts ahead of time,” Simons notes.) The brand will also be implementing beacon technology at its store locations, in order to learn more about their consumers.
Despite the increasing importance of online shopping, and the steps the brand has taken to enhance its digital shopping experience, Simons is still placing a lot of importance on the in-store experience.
When asked whether he thinks brick and mortar is the way to go with a retail brand in 2015, Simons responded: “You’re talking to a guy who’s gambling everything he’s ever made in his whole life to build a national brand that’s based around the store experience. So I think the answer to that is – I’ve got to believe it’s yes.”
The brand has also considered different merchandising options as it continues its expansion beyond Quebec. Using customer data, there’s the potential to have product offerings in British Columbia that are different from what you might find in an Ontario store, based on what sells best in the region.
As for staying afloat as Nordstrom goes north, “If we stay humble and work hard, I’ve got to believe we’ll slowly make a place for ourselves,” Simons said.
“We’re ready to do it the old-fashioned way. Work hard and keep our feet on the ground, and try to help people.”
