Automotive

I am willing to bet you have had your car repaired at Canadian Tire.  At the least, you have purchased a part or accessory for your car at Canadian Tire or the automotive specialty chain PartSource.  With over 600 stores across the country, they have an enormous influence on Canadian automotive aftermarket.

Automotive was the very beginning of Canadian Tire.  Originally a parts store, it has now grown into an automotive empire.  Boasting 5,500 auto service bays it is Canada's largest automotive repair chain.  Automotive has been a successful part of Canadian Tire for many reasons.

•   Over 300,000 unique auto parts available allowing for quick repair turnaround
•   Canada's largest tire and installer and supplier
•   Service bays offer all automotive services including DriveClean
•   Canadian Tire towing offers free tows to Canadian Tire stores
•   Coast to coast automotive warranty
•   Price match guarantee

Building on automotive success, in 1996 a new brand was developed within Canadian Tire to provide additional service to automotive customers and attempt to enter the ever growing business of wholesale parts to professional independant garages.   PartSource caters to the heavy do-it-yourselfer and professional installers who are looking for a typical automotive environment. PartSource has grown to almost 100 stores in it's short life and has proven to be a key to the success of Canadian Tire automotive in an increasingly competitve market.



Unfortunately, although Canadian Tire is a market leader in automotive we have all heard complaints or horror stories about the repairs at their service bays.  Outrageous bills, wrong parts, poor workmanship, and extremely long wait times are something that the majority of us have have experienced in some form.  I personally have not come across any issues as I do my own repairs but I have family members who have gone for simply routine service and maintenance and come back with nothing but an empty wallet and a headache.

I truly hope that Canadian Tire is able to improve it's image around automotive and become Canada's #1 choice for automotive service and parts.

References:

Canadian Tire (n.d.). Who We Are. Canadian Tire. Retrieved March 21, 2013, from http://corp.canadiantire.ca/EN/AboutUs/WhoWeAre/Pages/default.aspx

Canadian Tire (n.d.). Auto Products: GPS Navigation System, Auto Roof Rack, Auto Batteries & more | Canadian Tire. Canadian Tire Online Web Site. Retrieved March 21, 2013, from http://www.canadiantire.ca/AST/browse/4/Auto.jsp

Ads & Slogans... Bring It On

BRING IT ON!

 

 

This is Canadian Tire's current slogan.  Typically, this slogan is found with another idea in front of it, such as, "Tools... Bring It On".  A way of saying we can take on whatever is put in front of us.  An excellent slogan for how people think these days and how Canadian Tire does business. Advertising campaigns and slogans such as these have always been a large component of how Canadian Tire renews itself.  They are changed often enough to stay fresh and relevant in today's market.


We all have memories of a Canadian Tire commercial whether we liked it or we hated it, it stuck with us for some reason.  I remember the "Give Like Santa and Save Like Scrooge" commercials that I am sure many other people remember as well.  One particular commercial has Santa and Scrooge discussing why people shop at Canadian Tire.  Santa says it's because of the large selection and Scrooge is adamant it is because of the low prices and saving money.  Either way, they both agree that people should shop ast Canadian Tire for Christmas.     Here is one of that I still remember today:

Many ad campaigns have been used over the past years.  Some succussful and not quite as successful.  Another campaign featured the "Canadian Tire Couple" who were always showing or helping their neighbours with some tool or other gadget they purchased at Canadian Tire.  I believe many people would agree they should have been called "Canada's Most Annoying Couple".  The most recent ad campaign involves regular people working outside and finding them selves in need of an item.  A typical aisle sign found in a Canadian Tire store, drops from the sky showing them what aisle the item they need can be found in.

 

 

Slogans have been a big part of Canadian Tire's image and they have refreshed this image constantly over it's history.  Here's a look at the different slogans used over the years.  How many do you recognize?

 

• 1970: "It's for people like you"
• 1980: "There is a lot more to Canadian Tire than tires"
• 1992: "There is a lot more for a lot less"
• 1997: "Canadian Tire, still the right place"
• 2001: "Let's Get Started", using the song "I'll Start With You"
• 2006: "______ Starts at Canadian Tire", with various ideas filling in the blank (Automotive, Housewares, Summer)
• 2008: "For Days Like Today"
• 2011: "Bring it On"
• "Give like Santa, Save like Scrooge" and "Scrooge Approved Prices" has been used over many years during the holiday season

I remember most of these, starting with "There is a lot more for a lot less".  The "Let's Get Started" campaign also sticks with me, most likely because of the song.

Whether you like them or hate them, you probably still remember these slogans or campaigns.  This proves they are doing exactly what they are designed to do, keep Canadian Tire in your head.


References:

The Canadian Design Resource (2007, August 22). The CANADIAN DESIGN RESOURCE » Canadian Tire TV Spot. The CANADIAN DESIGN RESOURCE. Retrieved March 17, 2013, from http://www.canadiandesignresource.ca/officialgallery/marketingadvertising/canadian-tire-tv-spot/

Wikipedia (2013, March 3). Canadian Tire. In Wikipedia, the free encyclopedia. Retrieved March 17, 2013, from http://en.wikipedia.org/wiki/Canadian_Tire

 



Green Initiatives

Like many Canadians, I believe that taking care of the environment is not only important, but a responsibility.  I am often curious how many other people truly think the same way. I believe the people who do have the same mindset as I do, would proudly support businesses who are at the forefront of this "Green" way of thinking.  As a truly Canadian company, Canadian Tire is at the front of this movement.  Business strategy and daily operations are conducted with being environmentally friendly in mind.  In addition, a product line named "Blue Planet" has been released at Canadian Tire catering to the environmentally conscious customer such as myself.

As written on Canadian Tire's webpage, these are the three "aspirations" that are built into the business strategy.

• Energy and Climate – Profitably grow our business without increasing the net carbon footprint of the economy
• Waste – Eliminate unnecessary packaging while sending zero waste to landfills
• Products and Services – Provide innovative products and services that meet our customer’s needs without compromising the needs of future generations

Solar panels are being installed at stores

Many changes are being made to improve energy efficiency across the chain.  As seen in the picture to the left, Canadian Tire stores are currently being outfitted with solar panels to increase the amount of renewable energy used.  Stores are also being equipped with Central Energy Management systems, which control all aspects of energy use, including building temperature and lighting. For projects such as these, Canadian Tire has been recognized numerous times with awards measured on environmental sustainability. These awards demonstrate the ongoing dedication and success of Canadian Tire's sustainability practices.

These awards include:

• 2012 GLOBE Awards - Best Green Retailing Practices
• 2012 ARE Excellence in Retailing Awards – Outstanding Merit in Sustainability, Standalone Category
• 2012 Clean 50 Outstanding Contributors to Clean Capitalism - Retail & Consumer Products



Blue Planet products are environmentally friendly

Blue Planet is a line of products created with the environment in mind.  They are designed to have the smallest impact on the Earth as possible.  This is achieved by reducing packaging, increasing the amount of recycled products, and reducing energy use where possible.  A wide variety of products make up this line including light bulbs, house cleaners, organizing bins, and paper products.  




Do you make an effort to buy "Green" products?  Do you believe that businesses have a responsibility to be environmentally friendly?  Would you prefer to shop at a store that you know is taking steps to be sustainable?

I answered "yes" to all of these questions.  I truly think that businesses have a lot of control over how the environment is affected and therefore they also have responsibility.  Companies are no longer simply measured on the products they sell or the quality of customer service.  Environmental impact and sustainability  has become a major part of the public opinion of companies.  As an employee of Canadian Tire I am proud to be a part how steps are being taken to change how it impacts the environment. 


For more information on Canadian Tire "Green" initiatives visit the Business Sustainability
page on Canadian Tire's webpage.



References:

Canadian Tire (n.d.). Awards & Recognition. Canadian Tire. Retrieved March 11, 2013, from http://corp.canadiantire.ca/EN/AboutUs/Pages/AwardsRecognition.aspx

Canadian Tire (n.d.). Buildings and Operations. Canadian Tire. Retrieved March 11, 2013, from http://corp.canadiantire.ca/EN/MAD/BusinessSustainability/Pages/BuildingsandOperations.aspx

Not Just Tires

"Smart" concept store

We all think of Canadian Tire as the local big box store that has almost anything you need.  Odds are you can find whatever you are looking for somewhere within the mass assortment of merchandise.  It wasn't always like that though.  Canadian Tire has entered numerous different businesses and markets to stay competitive.  The majority have been successful, while a few have gone by the wayside. 

Did you know that Canadian Tire has its own two truck service? Were you a student at the driving school? Perhaps the hockey school?




One of the early gas bars

As the name would suggest, Canadian Tire originally started as an automotive supplier over 90 years ago.  It has since transformed into one of Canada's largest employers.  Here is a list of other businesses Canadian Tire has entered into:

• 1958 - Canadian Tire gas bar opens
• 1968 - Canadian Tire purchases a small credit firm (now known as Canadian Tire Financial Services
• 1980 - "Pit Stop" quick lube shops are opened, only a few remain open today
• 1995 - Canadian Tire Financial Services introduces the "Options" Mastercard, entering the personal credit market
• 1999 - PartSource is created to meet the need of heavy DIY automotive customers
• 2001 - Mark's Work Warehouse is purchased
• 2005 - Canadian Tire Jumpstart launches
• 2006 - Partnership with NASCAR and TSN announced
• 2011 - Forzani Group joins Canadian Tire, commonly operated as SportChek and National Sports stores

As you can see, Canadian Tire has grown to be a corporation made up of a very diversified group of businesses and I am willing to bet that you shop at a Canadian Tire Corporation store fairly regularly, and perhaps you didn't even know until now. 

If you would like to learn more, links to each of these businesses can be found on the right side of the page.

References:

Canadian Tire (n.d.). History. Canadian Tire. Retrieved March 4, 2013, from
              http://corp.canadiantire.ca/EN/AboutUs/Pages/History.aspx

#CanadianTire

Technology is an ever growing part of all of our lives.  We can't go a single day without being impacted by a computer of some sort.  Our phones, TVs, even our fridges have computers these days.  People are more and more influenced by information at their finger tips.  It is becoming extremely important for businesses to harness this technology.

To be competitve and relevant in today's retail environment, companies have to stay in touch with customers through social media. Businesses need to communicate and impact people by providing information, but also getting feedback from customers.  We have all seen that people are more likely to complain than to praise, but it is honest feedback regardless.

Canadian Tire is no exception to this trend.  With accounts of Facebook, Twitter, YouTube, Google+, and Pinterest, Canadian Tire is staying in touch with it's customers. 

It is a great way to get feedback from customers regarding marketing strategies, pricing, and product assortment.  A look at Canadian Tire's Facebook page shows constant requests for feedback and product surveys which provide a competitive advantage.  You receive real time feedback from the most important people, your customers.

I am not one to use social media, I may be a bit behind the times.  I still call or meet with people when I want to talk to them.  I also value my privacy a great deal.  However, I do see the people around me completely immersed in being the first to know something, whether the information is correct or incorrect.  "Following" people or even businesses on Twitter has become common place, and making sure you are you get your opinion out to the world is important to people.

Now that social media is a fact of life, it is hard to ignore the benefit of marketing in this way.  It will truly be interesting to see how businesses use social media to connect and advertise to consumers in the future.  With user specfic marketing already showing up on our computers, it should be extremely interesting.
 

Want to be up to date on what Canadian Tire is doing?  Here are ways to stay connected:

Facebook
Twitter
YouTube
Google+
Pinterest

References:

Canadian Tire (n.d.). Canadian Tire. Facebook. Retrieved February 27, 2013, from https://www.facebook.com/Canadiantire

Canadian Tire (n.d.). Find Automotive Tools to Sports Gear to Kitchen & Bath Products | Canadian Tire. Canadian Tire Online Web Site. Retrieved February 27, 2013, from http://www.canadiantire.ca/home.jsp?site=WebStore

Google (n.d.). twitter - Google Search. Google. Retrieved February 27, 2013, from https://www.google.ca/search?hl=en&sugexp=les%3B&gs_rn=4&gs_ri=psy-ab&tok=LT5z2go_KYOYp9akv_ZyYQ&cp=5&gs_id=e&xhr=t&q=twitter&bav=on.2,or.r_gc.r_pw.&bvm=bv.42965579,d.dmQ&biw=1680&bih=898&wrapid=tljp136200981839208&um=1&ie=UTF-8&tbm=isch&source=og&sa=N&tab=wi&ei=3J4uUfnKK4iW0QHh9oEI

Canadian Tire at Your Finger Tips

Technology is an ever growing part of all of our lives. We can't go a single day without being impacted by a computer of some sort. In our phones, TVs, even our fridges have computers these days. People are more and more influenced by information at their finger tips. It is becoming more and more important for businesses to harness this technology.  Here are two ways that Canadian Tire is using technology to stay ahead of it's competition.



These days people are getting information online instead of from magazines, flyers, or catalogues.  As a result, Canadian Tire made the decision to eliminate the traditional paper catalogue in exchange for an online catalogue after an amazing 80 years of history and millions and millions of issues delivered. 

Not only did this decision have a financial impact but also an environmental impact as stated by Lisa Gibson, a spokesperson for Canadian Tire, "There's a lot of research out there that says the readership and retention of annual catalogues is declining, and obviously, as a result [of the change], you're saving that many catalogues from being printed and then ending up in the recycling or garbage."

I'm not sure if people miss the online catalogue as it is probably simply a sign of the times.  The website is a better tool in almost everyway.

They also have a smartphone app that I absolutely love. It creates shopping lists, notifies you of sales, and my favourite parts is that it gives you product information when you scan a product's barcode. I find it extremely helpful when shopping. I can be at a competitor's store and scan an item to see if it is worth buying or if I should wait and buy it at Canadian Tire. It is certainly an excellent way to make sure you are getting the best deal. The app can be downloaded for iOS, Android, and Blackberry on their website.


What do you think about companies moving to an online only format?  While it is a good move for the environment, is it the best thing a company can do financially?

What is your opinion on companies such as IKEA continuing to print paper catalogues?


References:

Canadian Tire (n.d.). Find Automotive Tools to Sports Gear to Kitchen & Bath Products | Canadian Tire. Canadian Tire Online Web Site. Retrieved February 24, 2013, from http://www.canadiantire.ca/home.jsp?site=WebStore

Canadian Tire (2008, March 27). After 80 years, Canadian Tire stops publishing catalogues - CBC News. CBC.ca - Canadian News Sports Entertainment Kids Docs Radio TV. Retrieved February 24, 2013, from http://www.cbc.ca/news/story/2008/03/27/cantire.html

Embracing the Power of Sport

 

 

 

"Canadian Tire strikes sponsorship deal with Olympic team in bid to bolster sports ties"

- Financial Post.

 

"Canadian Tire inks Canadian Olympic sponsorship deal"

 - The Globe and Mail.

 

These are just two of the many headlines from a major announcement made by Canadian Tire in late January.

 

On January 23, 2012 Canadian Tire announced a new partnership with the Canadian Olympic Team and the Canadian Paralympic Team. In an effort to further it's involvement with sport and the community, Canadian Tire committed to an 8-year sponsorship deal. It remains to be seen exactly how the partnership will play out, but this can only be a good thing for the Canadian Olympic Team.. It appears that Canadian Tire is always looking ahead to see new ways to get involved with and give back to the community.

 

 Pictured from left to right: Clara Hughes, Olympian, Marcel Aubut, President, Canadian Olympic Committee, Stephen Wetmore, President and CEO, Canadian Tire Ltd., Benoit Huot, Paralympian, The Honourable Bal Gosal, Minister of State (Sport) at the January 23 sponsorship announcement

 

Image is an important part of any business' success and Canadian Tire is no exception.  Giving back to the community is a great way of creating brand awareness but it also shows people you care.  With the purchase of Forzani Group LTD. in 2011, they are trying to associate the Canadian Tire brand with sports and sporting goods.

 

This truly is a win/win situation for Canadian Tire.  Not only does it raise brand awareness and associate them with canadian sporting goods, but the marketing created by the announcement and further Canadian sporting events is priceless.  Well, actually it's between $4 - $6 million a year.

 

This announcement is certainly a good move for the future of the sporting goods part of Canadian Tire through SportChek and National Sports outlets.  It is sure to be a great partnership!

 

 

 

 

References

 

Shaw, H. (2013, January 23). Canadian Tire strikes sponsorship deal with Canadian Olympic team. Financial Post | Canadian Business News, Investing and Commentary. Retrieved February 18, 2013, from http://business.financialpost.com/2013/01/23/canadian-tire-strikes-sponsorship-deal-with-olympic-team-in-bid-to-bolster-sports-ties/

 

Krashinsky, S. (2013, January 23). Canadian Tire inks Canadian Olympic sponsorship deal - The Globe and Mail. Home - The Globe and Mail. Retrieved February 18, 2013, from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/canadian-tire-inks-canadian-olympic-sponsorship-deal/article7660605/

 

Newswire (2013, January 23). Canadian Tire Corporation, Limited | Canadian Tire Embraces the Power of Sport. CNW Group. Retrieved February 18, 2013, from http://www.newswire.ca/en/story/1103137/canadian-tire-embraces-the-power-of-sport

 

Canadian Olympic Committee (n.d.). Canadian Olympic Committee (COC) - Sochi 2014 Olympic Games. Canadian Olympic Committee. Retrieved February 18, 2012, from http://olympic.ca/