Activation Commerciale

(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.

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(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, 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.

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(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.

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(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.

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(Author : Marianne Wilson)
A store designed by women and for women. That’s Sport Chek Women, which made its debut on Thursday at CF Chinook Centre, in Calgary.

First Look, Sport Chek Women

The 16,000-sq.-ft. store is the first women’s-only concept from Sport Chek, a division of FGL Sports, Canada’s largest sporting goods and sportswear retailer. The new store was designed by an in-house team of women from different disciplines across FGL Sports. The diverse team drove the development of the new store concept from the ground up.

Sport Chek Women is bright and inviting, with a white palette that is accented with the retailer’s signature red hue. It has an open, modern look, with bold signage and lots of digital accents. Merchandise is laid out by sports category. There is also an area dedicated to team sports as well as a community center.

The store offers an array of personalized services, including a private area for bra fitting and a section where customers can have their gait analyzed to help select the correct running shoe.

“The Sport Chek Women store caters to the active lifestyles of Calgary women and brings our very best women’s shopping experiences to the Canadian market,” stated Kara Anastasiadis, associate VP, merchandise strategy, FGL Sports, which is owned by Canadian Tire. “The product and brand selection is second to none and customer service is personalized to meet the needs of women.”

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(Author : Jennifer Braun)
Lululemon Athletica officially opened its first Canadian men’s only store on Friday. Baptized The Local, the new men’s concept store located at 96 Ossington in Toronto Ontario, is focused on ‘sweat’ and community. 


For its inaugural weekend, Lululemon teamed up with local companies to celebrate its opening such as with Toronto based, essential oils company Way of Will who will host a pop up at the new location until January 18, 2017, as well as with retail neighbour, Town Barber, who offered shoppers complimentary shaves and clean-ups over the weekend.

Designing men’s products has become a much larger focus for the Vancouver-based athleisure company over the past two years. They opened their first men’s store in New York back in 2014, The Joinery, which is conceptually rooted in a function-first approach and allows for a personalized experience where guys can customize their workout gear.

Earlier this year, Lululemon announced plans to open more ‘hyper-local’ stores in order to elevate its neighbourhood strengths. In addition to standalone men’s stores, they have also experimented with its Lululemon lab store concept, which is also focused on designing for the needs of their location.

Lululemon concept stores are already open in Philadelphia, Pennsylvania; Fort Collins, Colorado; Bend, Oregon and more. For fiscal 2016, the company expects net revenue to be in the range of $2.320 billion to $2.340 billion.

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(Author : Jennifer Braun)
Arctic luxury apparel brand Canada Goose officially opened its first retail store in its hometown of Toronto at Yorkdale Shopping Centre last week.


The 4,500-square-foot flagship offers the largest variety of products anywhere in the world including more than 100 different styles in 40 unique colourways. Special collaborations will also be available in store, including the brand’s recent work with Opening Ceremony and Toronto Blue Jays slugger, José Bautista, as well as exclusive in-store only styles, prints and colours.

The flagship store also offers a range of services such as personal shopping appointments with brand ambassadors as well as carry-out to car or ship to home services.

“I’m so excited to open our doors and welcome our first customers here at home in Toronto as we start this new journey,” says Dani Reiss, President & CEO of Canada Goose, in a news statement. “This store is the best place for people to find the perfect Canada Goose product in an environment that tells our story through our own lens.”

As a testament to the brand’s Canadian roots, the store features Canadian artisans and craftsman like Jason Carter, an Aboriginal visual artist whose soapstone-carved polar bears displayed throughout the store are also a nod to Canada Goose’s work with Polar Bears International. Bespoke Canadian design elements also connect the store to its home country including the large reception desk carved from a single piece of marble sourced from a quarry in British Columbia and handmade down-filled upholstered furniture from Montreal-based Montauk Sofa.

A selection of vintage pieces from the company’s six-decade archives will also be on display, including: the Skreslet Parka, a refined and relaunched version of the jacket Laurie Skreslet developed with Canada Goose and wore when he became the first Canadian to summit Mt. Everest in 1982. Canada goose has also announced plans to open its first ever standalone store in New York City, this fall. Canada Goose products are sold in North America at, and at Authorized Retailers in 50 countries around the world.

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(Author :
New York City-based eyewear retailer Warby Parker has opened its first international store location in Toronto. It could be the first of several locations, as the retailer tests out the Canadian market following the launch of its Canadian e-commerce site in 2012. 

Warby Parker Opens 1st Canadian Location

Located at 684 Queen Street West (on Canada’s ‘coolest street’), the store’s interior is designed with “classic libraries in mind”, according to the company. The store features terrazzo-tiled floors, custom-made brass library lamps, suspended globe lighting, books displayed in custom shelving (and even more reading materials available for purchase) selected from some of Warby Parker’s favourite Canadian authors. The 1,048 square foot store was designed by The Lawrence Group.

To celebrate the Toronto opening, Warby Parker is releasing an exclusive set of frames for its Canadian customers only, that can be purchased in store and online. These include the ‘Durand‘ in Moss, and ‘Chamberlain‘ in Jet Black. They’re available for a limited time in those hues, both as sunglasses and optical.

As well, Toronto-based artist, Micah Lexier (recipient of the 2015 Governor General’s Award in Visual and Media Arts) has created a series of three newsprint books called Free For the Taking, made in collaboration with fellow Canadian artists Maggie Groat, Mark Laliberte, and artist collective VSVSVS. The books will be on display throughout the store, and are free to take.

Warby Parker is an innovative, value-priced prescription eyewear retailer, which was founded in 2010 as a pure play online retailer with a $2,500 seed investment by students in the Venture Initiation Program of the Wharton School of the University of Pennsylvania in Philadelphia. Shortly after its launch, the company was featured on andGQ, referred to as ‘the Netflix of eyewear’.

The company has grown substantially and now boasts 30 brick-and-mortar stores in the United States. Last year, the company was reportedly valued at US $1.2 billion.
Warby Parker designs its glasses in-house and sells directly to customers — prices are therefore generally lower than regular optical stores, which may mark up product substantially.

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(Author : Jennifer Braun)
Vancouver-based online retailer officially opened their first permanent brick-and-mortar location in Toronto, Ontario last week. opens first permanent brick-and-mortar location

The store, located at 356 Queen Street West, previously operated as a pop-up store which opened in November 2015.  The store is 3,000-square-feet and is divided into three sections featuring space for various collections and a space for workshops or speaking engagements. Another permanent store location is expected to open in Vancouver, Canada, later this year and will be approximately 2,000 square feet.
In Canada, operates online as They bought the American company in 2014. The online retailer carries over 450 brands.

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(Author : retail insider)
French luxury fashion brand Saint Laurent Paris (aka ‘Yves Saint Laurent’) has opened its first Canadian location in Vancouver’s ‘Luxury Zone’. The two-level, 4,800 square foot store at 746 Thurlow Street is located between recently opened Moncler and Prada locations in The Carlyle retail complex. 

Saint Laurent Paris Opens 1st Freestanding Canadian Store

Vancouver’s Saint Laurent store features women’s and men’s ready-to-wear collections, as well as accessories and footwear. Women’s fashions are on the main floor along with footwear and accessories, and menswear is located on the second level along with accessories for both genders. The upstairs level features soaring ceilings and a large rounded skylight that was part of the original complex, which recently saw major changes to house multiple luxury retailers. A basement space is dedicated to offices/storage, according to a source with the company.

The Vancouver Saint Laurent deal was negotiated by Mario Negris, Martin Moriarty and Shane Epp of Vancouver’s CBRE Urban Retail Team. CBRE has been involved with leasing retail spaces in The Carlyle, which also includes upscale tenants De Beers and Tory Burch (as well as Prada and Moncler, as mentioned above).

Saint Laurent joins a substantial number of luxury brands in Vancouver’s expanding ‘Luxury Zone’. Directly across Thurlow Street, Strellson, Versace and Brunello Cucinelli opened stores late last year. Nearby luxury brands include Burberry, Escada, Louis Vuitton, Hermes, Tiffany & Co. and Dior, and opening this fall will be large licensed locations for Rolex and Stefano Ricci. French jeweller Van Cleef & Arpels will join them in early 2017 with a large unit on Alberni Street, currently under construction.

Saint Laurent women’s ready-to-wear and accessory boutiques opened within Vancouver’s flagship Nordstrom in September of 2015, and a limited selection of men’s Saint Laurent fashions are carried at Leone and Holt Renfrew in downtown Vancouver.

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