{"id":117444,"date":"2016-05-27T14:40:00","date_gmt":"2016-05-27T19:40:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/canadian-tire-wow-guide-qanda\/"},"modified":"2024-12-21T05:50:23","modified_gmt":"2024-12-21T10:50:23","slug":"canadian-tire-wow-guide-qanda","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/canadian-tire-wow-guide-qanda\/","title":{"rendered":"Insider Q & A: Canadian Tire\u2019s WOW Guide"},"content":{"rendered":"

Hard on the heels of the WOW Guide launch, Greg Hicks, Senior Vice President Merchandising at Canadian Tire shares his perspective on what customers can expect from the new interactive catalogue and what\u2019s next for the brand as they expand their omnichannel efforts.<\/h2>\n

K \u2013 Can you describe the WOW Guide and share your thoughts on what customers can expect from both the paper and digital editions?<\/h4>\n

G \u2013 Canadian Tire\u2019s WOW Guide is an innovative shopping experience. The 200-page print guide is full of over 1000 finds covering everything from lawn and garden to home d\u00e9cor; but it\u2019s the digital component of the guide that makes the experience unique. This is where double the amount of content can be found, including:<\/p>\n

\"WOW<\/p>\n

 <\/p>\n

Access to expanded product assortment<\/p>\n

How-to tutorials\/DIY videos from experts<\/p>\n

Ability to check inventory at your local store<\/p>\n

Purchase ability (Pay & Pick-Up in store)<\/p>\n

 <\/p>\n

 <\/p>\n

K \u2013 What inspired Canadian Tire to launch the WOW Guide and can you share some details about the discussions that went into the launch?<\/h4>\n

G \u2013 It all came down to great assortment. Last year when we opened our largest store in the country, the Canadian Tire Showcase Store<\/a> in Edmonton, Alberta, we saw our assortment come to life in an entirely new way. As we walked through the store for the first time, we realized just how far our assortment had come in the last few years; from there the WOW Guide became a group effort amongst the team at Canadian Tire. Advances in technology have created new synergies between digital and print that we wanted to bring to our customers. The WOW Guide enables us to showcase our products in a dynamic manner that wasn\u2019t previously available to us. We wanted to let our customers know that Canadian Tire really is the retailer of the future.<\/p>\n

K \u2013 What new brand story<\/a> are you telling with the launch of the WOW Guide?<\/h4>\n

G \u2013 We have a vision to be the most innovative retailer in the world in the eyes of our customers \u2013 the WOW Guide is helping achieve that by providing shoppers with a digital shopping ecosystem; something they\u2019ve never seen from Canadian Tire before. We\u2019ll continue to move the needle on innovation \u2013 there\u2019s much more to come.<\/p>\n

K \u2013 Why did Canadian Tire choose to increase its focus on augmented reality?<\/h4>\n

G \u2013Allowing customers to experience our products through augmented reality is something we\u2019ve been developing internally for quite some time. Available at our Edmonton Showcase store, we wanted to make the experience available to a wider range of Canadians by including the option within the WOW Guide; by using Google cardboard or other V\/R technology, we\u2019re allowing users to try out all of our different patio products to see how they would look in their backyard.<\/p>\n

\"WOW<\/p>\n

 <\/p>\n

K \u2013 \u2018Phygital\u2019 – The buzzword with the launch of the WOW Guide \u2013 how does the WOW Guide marry both physical stores and digital channels?<\/h4>\n
\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n