CANADIAN TIRE

The Retail Ecosystem
for Canada's Loyal Customers.

ROLE:

Creative Direction

UX Research & Design

Prototyping

UI Design

Launch! The Americans are Coming!

Target Store's arrival to Canada was the trigger for Canadian Tire to relaunch their eCommerce after abandoning it in 2009. The current experience - left to deteriorate, caused people to find workarounds to simple functions.

The Current Situation

The Digital Catalogue raised the bar in terms of look and feel but was very different from the current eCom experience.

DIGITAL CATALOGUE CASE STUDY

The opportunity was to reflect visual elements (as opposed to functional elements) of the Catalogue on CT.ca, modernizing and better communicating the Canadian Tire brand, and creating a visual consistency between the two properties.

THE BRIEF

Help Canadians Prepare for the jobs and joys of life in Canada.
Content isn’t King

Heatmaps from usability audits told the story that users were very focused on navigation and product images. Navigation and browsing need to be a priority.

  • Ct.ca

  • Mobile

  • Catalogue

  • Social

  • In-Store Kiosk

VISIT FREQUENCY

Repeat visitors 91%
First-time visitors 9%

The site was used primarily as a research tool for in-store transactions due to outdated design, with very few transactions occurring online.

The Creative Strategy was to map the customer lifecycle and a multi-channel ecosystem that covered the entire Canadian Tire Experience, from online to offline and everything in between.

Limited timeframes called for a very rapid UX roadmap, research, audit, design, testing, and iteration.

See Prototypes on AxShare

Personalization  Engine

One of the unique features - absent at the time, was a product recommendation engine, that served products based on geography, visitation, and even weather. 

OVER A HUNDRED PAGES WAS THE RESULT OF THE SCALABLE DESIGN SOLUTION

Canadian Tire integrated the store by taking cues from the redesign in an effort to create a more cohesive consumer experience across the retailer’s channels.

 

One of the major issues with the in-store experience is that not all franchise owners follow floor plans - making it hard for shoppers to find products.

So, for the 91% of loyal Repeat Visitors whose focus was the in-store purchase, we placed large customizable touch screens so customers could find what they needed.

 

Ultimately the effort is about using space more efficiently. When a store doesn’t have room to display its full assortment of barbecues, the touch screens allow the dealers to augment that and show customers what else is available.

The large swipe screens feature images, ratings, reviews and product information beyond what’s available on point-of-purchase signage.

 

In addition, by studying how customers interact with the touch-screens and product displays, The retailer got a better idea of which products to display when space is limited.

TAKE A LOOK AT THE TOUCH SCREEN CASE STUDY HERE

The Retailer experienced significant increases (+97.3%) in its category sales, including its S&G divisions. 

 

+52%

Automotive

+27%

Fixing

+78%

Living

+109%

Playing
"I think we’ve executed a fundamental mindset change."

Canadian Tire

UNPRECEDENTED RESULTS

YOY Increases in Traffic 
+35%
Same-Store Sales
+68%

The in-store merchandising was organized around the same themes and collections used in Canadian Tire’s online store.I n the past, retailers would do in-store environment separate from our digital environment.

 

We took the digital environment and brought it into a showroom setting.
 

As development concluded, a style guide was created for brand consistency after the handoff to the client team.

 


Read the White Paper on Medium .