In today’s competitive market, it is tough for a business to remain standing for so many years, but Canadian Tire has been doing in since 1922. In the 1990s some rough times were faced and business analysts were convinced that Canadian Tire was a “Retailer that was going to die”. Needless to say, they have survived and are doing quite well now in 2011.
Canadian Tire remains competitive by staying in touch with the times and its customers by listening and responding. Tracy Fellows, vice president of consumer advertising and marketing, describes changes they made to their image:
“What we wanted to do was build on our legacy and past. This is about evolution rather that than revolution.”
- Tracy Fellows
They are also pushing more towards and entirely online catalogue as the portion of customers using the printed catalogue are decreasing and the portion using the online catalogue are increasing.
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