A mass market retailer might not be the first thing that springs to mind when you think of social media innovation. But Canadian Tire Corp., a family of businesses that includes multiple banners, has been on a roll lately. Facebook’s Sheryl Sandberg cited it as a leader in digital advertising for converting its sporting goods retail chain Sport Chek’s print flyer to digital. Last winter, a viral video by the Canadian Tire banner topped 1.3 million views on YouTube. It has a new Digital Innovation Centre that will serve as a digital hub for the company.
“If you have to be world class in digital, you’ll never get there if you let people outside do it for you,” said Duncan Fulton, svp of communications and corporate affairs. Here, he talks about the challenges of digital transformation by a multi-category retailer. Read More