Canadian Tire Launches The Canadian Way, the Next Evolution of Its Digital Customer Experience

by Knowlton Thomas

After years of struggle, Canadian Tire is finally making ground in digital innovation.

Recently, the retailing giant inked a deal with Communitech, a startup incubator in Waterloo: there are five Canadian Tire employees at Communitech on a permanent basis, creating what chief technology officer Eugene Roman described as "a two-way dialogue around new possibilities."

Even more recently, Canadian Tire was announced as a nominee for a Webby Award.

Now the company has launched The Canadian Way, which was made in collaboration with Tribal DDB Toronto and is described as "the next evolution in Canadian Tire’s digital customer experience." It's a slick online product catalogue that includes interactive videos, social sharing and commenting, and user-generated content. All this from a company that at one point shut down its own online store just as e-commerce in Canada exploded.

"The Canadian Way will bring Canadian Tire’s wide product assortment to life alongside interactive, innovative and inspiring content," the company says. "It introduces an online experience that will provide product information to help customers make more informed purchase decisions [and] the easy-to-use hub will connect Canadians and allow them to share experiences, tips and stories on how to make the most of the jobs and joys of life in Canada."

"As part of its rich history, for many years, Canadian Tire delivered a print catalogue door-to-door with its pages reflecting a uniquely Canadian way of life. Moving onward and continuing their commitment to setting new benchmarks in the ways Canadian Tire can connect with their customers, the retailer is expanding on its digital strategy to create a community online and engage with customers more meaningfully through leveraging the social media landscape," DDB Canada wrote in a blog post.

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes and author of Tempest Bound. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys hiking, tennis, and martial arts. more

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