Activation Commerciale

(Autore: Filippo Piva)
Dall’arredamento alla cucina: Ikea Canada lancia la curiosa serie di poster per realizzare piatti sfiziosi nella massima velocità, andando a disporre tutti gli ingredienti direttamente sul foglio delle istruzioni. 

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Non ci sono brugole e non ci sono tasselli, bensì sale, pepe e filetti salmone. Eppure anche in questo caso stiamo parlando di istruzioni Ikea. La divisione canadese del colosso dei mobili made in Svezia, celebre in tutto il mondo per le sue iconiche istruzioni illustrate, ha deciso di fare un ulteriore campo nel mondo della cucina. Oltre alle storiche polpette e ai biscotti allo zenzero, Ikea Canada propone infatti il progetto Easy Recipe Series: una collezione di poster simili a illustrazioni da colorare, da riempire però con tutti gli ingredienti necessari per preparare un vero e proprio piatto. Con uno sforzo davvero minimo.

Come potete vedere nel video qui sotto, i diversi ingredienti (in gran parte provenienti dall’offerta food di Ikea) vengono posizionati direttamente sulla carta seguendo fedelmente le indicazioni scritte con colore alimentare. Una volta riempito ogni campo del poster con spezie, salse, pesce o frutta è possibile accartocciare tutto quanto al grido di Cook this page, cucina questa pagina, e completare la preparazione passando eventualmente dal forno.

E così ecco pronte insalate di gamberi & co, montate – è proprio il caso di dirlo – in poche, semplici mosse.

Fonte: gqitalia.it

(Auteur : Philippe Lepine)
Un tout nouveau concept de restauration rapide version santé vient de naître à Montréal et les solides entrepreneurs derrière le projet voient déjà grand.

Foodchain, le nouveau McDo du légume est québécoisParmi le noyau de Foodchain, on compte le chef éclaté du Montréal Plaza, Charles-Antoine Crête, le fameux boulanger de Hof Kelsten, Jeffrey Finkelstein, le réputé designer Zébulon Perron, et le consultant en stratégie Jean-François Saine.

«En optant pour un décor minimaliste et autant de vitres, on a voulu montrer qu’on n’avait rien à cacher et qu’on préfère miser sur la qualité du produit plutôt que les artifices. […] On peut voir toutes les étapes de la production autant dans le restaurant que de la rue », affirme le designer Zébulon Perron. Une façon de faire bien différente de ce à quoi les grandes chaînes de restauration nous avaient habitués.

Cap sur la fraîcheur
Au menu, on retrouve d’alléchants bols de légumes fraîchement coupés devant le client à l’aide de machines industrielles Robo Coupe. Il y en a pas moins de huit pour accélérer le processus. Les cuistots ajoutent ensuite aux bols 100% végé la vinaigrette et une petite touche croustillante. On craque, entre autres, pour la Chou Radis et sa sauce au kimchi, la Endive Poire verte à la coriandre et sauce au yogourt assaisonné au cumin, ou encore la Fenouil Daikon et sa sauce nori. On attrape au passage un Pain magique, une heureuse rencontre entre le croissant et les crottes de fromage.

Le but de l’équipe élite derrière Foodchain – à qui s’ajoute d’autres grands noms de la gastronomie québécoise comme Cheryl Johnson et Sébastien Blanchette de Montréal Plaza ainsi que Phillip Viens de Maison Publique – est d’exporter le concept au Québec et éventuellement à l’étranger. Ils testeront le prototype de la rue McGill College puis partiront à la conquête du Canada.

Toutes les recettes ont d’ailleurs été testées dans les cuisines du Montréal Plaza et même approuvées par leurs clients. Les meilleures ont été retenues pour Foodchain.Le restaurant situé en plein cœur du centre-ville sur McGill College est en mode «soft opening», et plusieurs clients curieux s’y précipitent déjà. L’ouverture officielle est prévue le 15 mai prochain.

Source : quebec.huffingtonpost.ca

(Author : Harmeet Singh)
Following its Toronto debut, the retailer is set to open a new location in the Vancouver area.

Uniqlo expands to B.C.

Six months after entering the Canadian market, casual apparel retailer Uniqlo has announced plans for its first store in British Columbia. The new location is set to open this coming fall at Metropolis at Metrotown in Burnaby, the largest mall in the province and third largest in Canada. The 20,630 square foot store joins Uniqlo’s two other Canadian locations at the CF Toronto Eaton Centre and Yorkdale Shopping Centre, also in Toronto.

Expanding to the Vancouver area was the next natural step as the brand looks to grow in Canada, says Catherine Couturier, a spokesperson for the retailer.

Uniqlo doesn’t currently offer e-commerce in Canada, instead currently relying on its brick-and-mortar locations to build its brand here, she says. Since opening in Toronto last September, consumer response has been positive, she notes.

Uniqlo aims to differentiate from fast fashion retailers like H&M and Zara by focusing on what it calls “LifeWear” or clothing that aims to be universal in design and comfort and made from higher quality materials such as cashmere.

Source : strategyonline.ca

(Author : Harmeet Singh)
Three ways the retailer is hoping to turn around sales and target younger shoppers.

A new concept, new strategy, new target for Sears

Amid declining sales and fears its U.S. counterpart will cease operating, Sears Canada is taking cues from other retailers as it looks to modernize. The retailer is now putting some marketing weight behind its newest initiatives – including an off-price line and changes to its private labels – aimed at turning its declining sales around. Centred on the hashtag “#wevechanged,” the brand has launched a marketing campaign and opened a pop-up in Toronto designed to bring attention to its new product lines, which are aimed largely at a younger demographic.

To support the pop-up, which opens to the public this April 8, the brand has been using social media, influencer relations, a streetcar wrap and a coffee partnership with local cafés featuring its hashtag, all focused on showing the newer side of Sears. Here, executive chairman Brandon Stranzl shares three ways he’s aiming to revitalize the brand.

Fast fashion
Taking after Zara and H&M, 2017 marks Sears’ entry into the competitive fast-fashion landscape. It’s S label seeks a fresh audience: women between their teens and early 20s. “We’re never going to be Forever 21 but… we’re going to learn about [that audience], we’re going to figure out who she is,” Stranzl says. The company hired a team of buyers with fast-fashion experience and managed to put the S collection together between September and November 2016 – a timeline unheard of for Sears.

“Department stores cannot [typically] move at that speed,” Stranzl says. Lines typically take 12 months, but the brand wanted to apply fast-fashion business principles to the department store’s operations.

Off-pricing
The retailer has also latched onto the off-price business model (offering brand name products at a lower price point), joining banners like Saks Off Fifth, Nordstrom Rack, Marshalls, Winners and Homesense. Dubbed The Cut, the off-price strategy is aimed at providing “of the moment” products at a higher turnover rate than Sears’ traditional wares, Stranzl says.

Private label
“I’m never going to be able to do what Adidas does in athletic shoes,” says Stranzl, but his plan is to focus on one solid private label offering that’s about quality basics – such as T-shirts, jackets and yoga apparel – with a “high quality, low price” value proposition. Over the years, the retailer has accumulated 64 private labels, all with inconsistent price-to-value equations, he says. Now it’s rebranding them across apparel and home goods. The private label offering represents about 30% of Sears’ assortment, but the plan is to increase it to between 50% and 60% by the fall.

Source : strategyonline.ca

(Author : Harmeet Sing)
Samsung Canada has announced plans for a new flagship retail location, aimed at telling more of the story around its entire portfolio.The brand says the experiential store in Toronto will be more omnichannel focused than others in global markets.  

Samsung to open new Canadian retail flagship

Samsung’s locations in Canada typically just focus on mobile and TV, but the new location in downtown Toronto, set to open at the end of summer, is meant to establish the brand’s full internet of things story, says Patricia Heath, VP of retail excellence at Samsung Canada. The 21,000-square-foot store is set apart from the brand’s other locations in both scale and scope, she says.

Among its major differences will be a demo kitchen – a Canadian first – to showcase its connected appliances and offer cooking demonstrations. The idea is to offer a “digital playground” to allow consumers to experience their passions, such as cooking, in an environment that houses Samsung’s entire product mix, Heath says. That also includes spaces for shoppers to experience its Gear VR products, smartphones and tablets and TVs.

The location in the CF Toronto Eaton Centre, an area of major foot traffic, is a global first for Samsung in terms of its retail aspect, she says. Unlike the Samsung 837 experiential flagship in New York City (which opened last year and includes aspects like the demo kitchen, café and “VR tunnel”), the Toronto location will have an actual omnichannel aspect, allowing customers to buy products, get customer service and mobile repairs and use click-and-collect for picking up online orders.

Source : strategyonline.ca

(Author : Jeromy Lloyd)
A new campaign profiles individual crew members who credit the QSR with helping them grow.

McDonald’s turns the spotlight on young staff

In advance of its national hiring day push, McDonald’s Canada has launched a national, bilingual campaign that profiles its young staff members. The work again uses the tagline “We Believe In Canadian Youth,” which first appeared on McDonald’s TV work in 2015.

The QSR’s agency of record, Cossette, developed a series of video profiles of McDonald’s team members between the ages of 15 and 24. Each one introduces its subject outside the restaurant – in their bedrooms or at the gym – to illustrate their personality and ambitions. Each subject narrates their video, which eventually reveals their job at McDonald’s.

FootageSnapchat_GeoFilter youth V6 is also collected in a 30-second TV spot cthat anchors the campaign on traditional media. The TV spot uses on-screen text such as “Youth are engaged” and “Youth are the future” to promote its message.

The campaign also stretches to social media, specifically Twitter, Instagram, Facebook and Snapchat, the last of which will receive a branded filter;


Source : strategyonline.ca

(Author : Harmeet Singh)
KFC Canada wants to keep busting myths about its food with a new online campaign.

KFC keeps schooling consumers

Following the QSR’s recent Cooking School experiential activation and more emotional advertising play, KFC has launched digital content to continue to support its storytelling around its food origins and quality. The brand’s push to focus more on its “food story” began last year with “C is for Chicken,” aimed at bringing attention to the farms where KFC sources its chicken and taking down common misconceptions about its food (like that its menu doesn’t have “real” chicken).

Like that initial launch, the newest “KFC Cook vs.” creative is designed specifically to play a role in KFC’s SEO strategy and confront actual myths people have, says Katherine Bond-Debicki, senior marketing manager, digital and e-commerce. For example, “KFC Cook vs. The Freshman” addresses the idea that its chicken is microwaved, while “KFC Cook vs. The Future” tackles the idea of its food being factory-produced.  KFC wants to be part of the conversation around its food but engage in an entertaining way with bite-sized content, Bond-Debicki says.

“It’s not enough just to be there from a Facebook perspective anymore,” she says. “We need to be building entertaining content that people want to search and want to watch.”

Complementing the videos is a new online hub featuring “The Colonel’s College for Chicken Knowledge,” a play on the real educational training that KFC once provided. Along with hosting the new videos and “C is for Chicken” content, the site also provides more information about KFC’s cooking process.

Along with featuring a real KFC cook named Naveeda in the videos, the brand has also featured some of its staff from across the country on the online hub.

Source : strategyonline.ca

(Auteur : Jennifer Braun)
Sport Chek stores across Canada will be home to a designated women’s only retail space by New Balance for a limited time.

New Balance opens women's only space

Baptized The New Balance Space, the apparel retail concept for women will offer customers a curated collection of women’s fitness apparel. The cross-Canada initiative launched this week and will run until May 27th, 2017.

The retail space by the Boston-based brand was designed to have a specific appeal for the metropolitan female athlete. The space is rooted in New Balance’s running heritage and features Lifestyle and Performance imagery that attempts to speak directly to that audience. The campaign materials, also available on sportchek.ca, embodies the spirit of female athletes and women with demanding lifestyles, while the campaign slogan “Balanced Body, Balanced Mind”, captures the brand’s conscious effort to help women obtain a balanced lifestyle. New Balance is anticipating to grow significantly in apparel in 2017.
“Apparel represents one of the largest opportunities in our business today,” says Gerald Woodman, General Manager, New Balance Canada, in a news statement. “With a heritage and authenticity established with footwear, our customers can now complete a head-to-toe performance, training or lifestyle ensemble that will help them pursue any activity they choose in style.”

Earlier this month, Sport Chek also opened its first women’s-only storein Calgary. Sport Chek is run by parent company FGL Sports, Canada’s largest national retailer of sporting goods.

Source : us.fashionnetwork.com

(Author : Harmeet Singh)
The grocer addresses a customer pain point in Quebec with an addition to its loyalty app.

Metro digitizes rewards feature

As part of an ongoing effort to digitize its loyalty experience, Metro is shifting a key part of its loyalty program to its mobile app. Previously, members of the Metro&Moi program in Quebec received paper “cheques” in the mail four times a year that could be redeemed in-store for the value of accumulated loyalty points. That currency has now been integrated into the Metro&Moi app for easier redemption in-store (the cheques can also be used toward online grocery, which Metro launched late last year).

Customer research had suggested that forgetting to bring the physical cheques to the store was a pain point for shoppers, says Gino Plevano, VP of digital strategy and loyalty at Metro.

The Metro&Moi loyalty program launched in 2010, with an app and revamped website debuting in 2013 as part of the retailer’s shift away from paper program management and offer a more personalized experience (in Ontario, the retailer uses the My Metro app and Air Miles for rewards points). Along with being able to deliver more personalized content, the digital shift has allowed Metro to deliver on more touchpoints in a more cost effective way, Plevano says.

Personalization has been a key theme for Metro’s strategy. In 2015, it launched “Just for Me,” a section of its website and mobile app centred on delivering a more customized experience through things like personalized flyers.

Overall, results are positive when it comes to the number of shoppers connecting their loyalty program membership to the Metro&Moi app, Plevano says. The entire loyalty program has 1.2 million members, although Metro does not disclose how many use the app.

Source : strategyonline.ca

(Auteur : Jennifer Braun)
Arc’teryx s’apprête à tester un nouveau concept de vente. L’enseigne canadienne spécialisée dans les sports et vêtements de plein air a en effet annoncé l’inauguration au printemps prochain d’une boutique avec un nouveau concept dans sa ville natale de Vancouver.

Arc’teryx va tester un nouveau concept à Vancouver

Le magasin, d’une surface de 370 mètres carrés, ouvrira ses portes au 813 Burrard Street, dans le centre de Vancouver, et mettra l’accent sur l’expérience client et communautaire. De nouveaux espaces seront ouverts, comme un « bar » dédié au service de garantie et aux réparations, ainsi que des zones où les acheteurs pourront se rencontrer et essayer différents produits. Il s’agira du second magasin de la marque à Vancouver et du sixième au Canada. L’enseigne dispose aussi de magasins aux Etats-Unis, en Suisse, en France, au Royaume-Uni, au Japon et en Chine.

Arc’teryx n’est pas la première marque canadienne à avoir choisi de tester de nouveaux concepts favorisant une expérience client de qualité. Lululemon a ainsi annoncé il y a peu son intention d’ouvrir des boutiques « hyper-locales ». La griffe, elle aussi originaire de Vancouver, a aussi lancé un nouveau concept de magasin dont l’objectif est de répondre aux besoins particuliers de la zone où il est installé.

Nike a par ailleurs récemment dévoilé une nouvelle expérience de vente à Miami, permettant de proposer des services plus personnalisés à sa clientèle, à travers une série d’espaces spécialisés répartis à travers le magasin. Arc’teryx, fondé en 1989, a été racheté en 2005 par le groupe finlandais Amer Sports.

Source : fr.fashionnetwork.com