Activation Commerciale

(Author : Justin Dallaire)
A new holiday spot suggests gifts from the retailer can transcend age groups. In its latest holiday campaign, Best Buy is positioning itself as the go-to place for the tech enthusiasts on your shopping list, no matter their age.

Best Buy draws on the happiness of giving tech

The campaign’s main spot shows a dad who has set his sights on a drone while shopping at Best Buy. He leaves having clearly developed an interest in the gadget. On Christmas morning, he mistakenly thinks his wife has purchased it for him, but is happy to learn he’ll be sharing the gift with his son, who is just as thrilled to receive it. The commercial intends to show that people’s love for tech gifts transcends age groups. According to the retailer’s own research, 55% of Canadian consumers say tech gifts are the most exciting to give during the holidays, while 66% say they are the most exciting gifts to receive.

“We know that tech gifts are going to be a winning gift at the holidays, so we wanted to say to consumers, a gift from Best Buy is going to be the perfect gift,” says James Pelletier, Best Buy’s director of marketing. For adults and tech fans of all ages, he says, the latest tech gadgets become “toys for big kids.”

“When you think of the holidays, everyone wants to get that fun toy. There’s something about giving and receiving that fun gift, that cool gift – not the functional gift or the sweater or the tie.”

The spot launched on Nov. 13 and includes TV, cinema, pre-roll and social ads. Best Buy’s internal digital team worked with Media Experts on media.

In its previous two holiday campaigns, the retailer chose not to include any products in its commercials, even though the retailer offers gifts in one of the most sought-after categories. Last year was the first time it put emphasis on the gift-giving side of the equation with an ad that suggested giving the right gift can make anyone feel like a kid on Christmas morning.

While this year’s campaign ad includes the drone, it plays a secondary role and could have been replaced by any number of products, Pelletier says. “That’s what TV does in our media mix. It’s about telling a great story, creating that emotional connection with the brand… We don’t really use television to drive individual products.”

Best Buy’s target demographic is “tech enthusiasts,” a group that includes six different consumer segments, but the brand nevertheless tries to reach all Canadians through mass marketing. Pelletier says Best Buy customers are emotionally connected to their tech and are willing to pay more for the latest gadgets, as well as good customer service.

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(Author : Josh Kolm)
The athletic retailer uses thermal imaging to reward Metro riders who chose to be healthy and climb the stairs.

Sports Experts can tell if you take the easy way

Most people tend to take an escalator if given the choice, even though they know that it’s more healthy to take the stairs. But maybe a little financial incentive will get them to make the active choice?

Given that 85% of Montreal Metro transit riders don’t use the stairs, athletic retailer Sports Experts decided to place an interactive screen inside a Metro station that has over 200 steps. The screen was outfitted with thermal imaging that analyzed body heat, so it could guess who took the escalator and who put in the extra effort of sweating it out on the stairs. The screen would also print out coupons for discounts based on exactly how much each person sweat.

Upon seeing the screen, some riders went back down and up the stairs to get a better discount, but others decided to try to get their reward for other physical activities, like dropping down and doing pushups.

The execution ties in to Sports Experts’ established brand positioning, which focuses less on being performance-obsessed and more on the smaller fitness accomplishments people achieve as individuals.

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(Author : Josh Kolm)
A new app brings additional experiences for kids to the retailer’s catalogue and stores. Kids might not need extra reasons to get excited about visiting a toy store, but Toys “R” Us is tapping into AR to give them more fun experiences while browsing its catalogue and exploring its stores.

Toys ‘R’ Us chases engagement with AR app

This year’s edition of the retailer’s holiday toy catalogue allows kids to animate products on the pages in 3D using the “Play Chaser” mobile app and add them to an interactive wish list. The AR experience extends into stores, where the app can scan special signs spread throughout the aisles, unlocking games and experiences like basketball, fishing, monster truck driving, nurturing a baby doll and going on a virtual safari.

The company has also said that the app will be updated in the future with additional experiences, including possibility integrations with well-known toy and game brands.

In September, Toys “R” Us Canada sought creditor protection largely due to the fact that is U.S. parent company filed for bankruptcy (the Canadian business was performing well financially). However, the local arm appears to be taking on its parent company’s stated commitment to developing new and tech-forward experiences in its stores in order to compete with online retailers like Amazon.

On top of mixed-reality experiences, Toys “R” Us Canada opened a new store concept in B.C. this July that featured dedicated, interactive play areas for kids, as well as WiFi connections that extended into store parking lots that made mobile payment and pickup easier for parents.

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(Auteur : Fabien Larock)
Le nouveau prêteur de vêtements Boro permet aux clients de louer des vêtements de marque et d’aider à économiser les déchets et les dépenses.

La location de vêtements de marque en peer-to-peer commence à Toronto

Toujours suivre les dernières créations des grands couturiers peut être coûteux et frustrant, en particulier pour ceux qui aiment acheter de nouveaux vêtements chaque saison, mais ont seulement la possibilité de les porter que quelques fois. Mais que faire si vous pouviez avoir un accès instantané à une grande variété de vêtements de qualité, que vous pouvez porter une fois, puis rendre ? Boro Clothing, à Toronto, peut maintenant répondre à cette question. La marque propose un marché en peer-to-peer pour les femmes voulant louer des vêtements élégants et de haute qualité auprès des résidents locaux.

Cette nouvelle startup veut adopter la philosophie de l’économie de partage pour éviter le gaspillage. Ainsi, Boro Clothing a créé un magasin en ligne où les femmes peuvent louer des robes, des sacs et des vestes haut de gamme pour un maximum de 10 jours à des prix raisonnables (à partir de 30 $) et les prêteurs peuvent gagner de l’argent sur les beaux objets qu’ils ont achetés. La startup annonce aussi sur son site que cette initiative entre dans un cadre de préservation de l’environnement. En effet, la mode consomme des ressources et génère de la pollution à un rythme effréné. Elle est la deuxième industrie qui pollue le plus après l’industrie pétrolière.

Boro se distingue des autres sociétés de location de vêtements haut de gamme, car elle regroupe tous ses vêtements plutôt que d’acheter une collection entière. Les prêteurs doivent soumettre leurs articles pour examen et Boro accepte 60 à 70 % des soumissions. Cela aide à « maintenir une certaine norme », « a déclaré Chis Cundari, cofondateur de Boro Clothing.

Enfin, Boro conserve les vêtements prêtés dans un endroit central et est responsable de l’entretien et du nettoyage à sec afin de garantir un processus de location rapide et efficace. Pour ‘instant, la société ne livre des vêtements que dans la région du Grand Toronto.

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(Auteur : Josh Kolm)
A new social video brings the importance of the little things into the retailer’s new brand platform.

IKEA explores the possibilities of good deeds

IKEA Canada has embarked on a mission to making the world a better place, and a new social video aims to show that includes little things people can do every day. The video suggests that everyone doing the occasional good deed will motivate more good deeds and lead to a better world. It proves this by asking its own employees to get the ball rolling. At the retailer’s location in Vaughan, employees do things like provide decor for customers’ meals in the cafeteria, pay for an entire family’s lunch and throw an anniversary party to recognize a long-time coworker.

The video is the next installment in IKEA Canada’s recently-launched “Beautiful Possibilities” brand platform. The launch spot for the platform focused on “big picture” issues like diversity, inclusion, sustainable energy and supporting vulnerable populations like refugees and the elderly to reflect the optimistic point of view IKEA wants to have about the world we could live in.

Lauren MacDonald, country marketing manager for IKEA Canada, says the idea behind the broader integrated campaign is that even little things can help people create the world they want.

“Acts both big and small all contribute to creating a better world,” MacDonald says. “Our objective with all of this is to inspire and enable Canadians to see what is possible in their homes and in the world. We truly believe if we all started with small actions to make the world a little better, the world will actually become a better place.”

MacDonald says the idea of “good deeds” fits with IKEA’s focus on creating a better life for the “many,” and anyone can do a good deed. Part of the reason behind launching this video in social channels was to share it in a platform that encouraged sharing and engagement so people might be motivated to join in to the “movement” themselves.

“One Good Deed A Day” has also become an internal initiative within IKEA Canada that began a few weeks ago, and has resulted in things like an employee at the Vaughan location giving out small toys to children in the store that include advice on how they might do a good deed for someone else.

MacDonald couldn’t give specifics about what other world-improving topics IKEA might tackle in the future, but said there would be more work coming ahead of the holiday season.

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(Author : Harmeet Singh)
The luxury auto brand adds a second location in its dealership-complementing store strategy. Mercedes-Benz has opened up its second “Mercedes Me” concept store in the Canadian market, hoping to offer up a different kind of brand experience for potential auto shoppers.

Mercedes makes its next lifestyle retail play

The new location is at the CF Markville shopping centre in the Greater Toronto Area. The 5,600 square foot store does showcase five to six of the latest Mercedes-Benz models, but it’s also meant to offer up an experience beyond what’s found in a dealership, says Philipp von Witzendorff, vice president and head of the Toronto retail group at Mercedes-Benz.

In other words, it’s a place to engage consumers and fans of the brand (hopefully creating new ones). The store includes various collector’s items and Mercedes-branded merchandise, like luggage, golf bags, pens and clothing. It also has an interactive screen where shoppers can customize their vehicles.

The automaker is still keeping the path to purchase in mind with the concept store, however. The Markville location, for example, is just 3 km from a Mercedes-Benz dealership and is managed by the same team, with staff in the concept store well-versed in vehicle specifics and able to direct potential customers to the nearby lot.

In terms of locations, Mercedes is after shopping malls where people come to essentially hang out, given that the Mercedes Me concept is more of a lifestyle play, versus a place to actually buy a car. From a demographic perspective, the Markham area also has a large Chinese Canadian population, a group with whom the lifestyle concept resonates, von Witzendorff says.

The first “Mercedes Me” store in Canada opened at the Aberdeen Centre in Richmond, B.C. The retail concept debuted in Hamburg, Germany in 2014 and the brand now has various locations worldwide.

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(Autore: Laura Seguso)
Proseguendo la sua espansione mondiale, il marchio di piumini e parka di alta gamma Canada Goose aprirà il prossimo autunno due flagship store a Londra, in Gran Bretagna, e a Chicago, negli USA.


Il flagship store londinese, il primo europeo e ad oggi il negozio più grande del marchio, si troverà in Regent Street. A Chicago invece, il brand aprirà le sue porte nel Magnificent Mile in Michigan Avenue. Entrambi i negozi avranno arredi ispirati a elementi del design canadese, compreso il marmo estratto nella Columbia Britannica.

“L’apertura del nostro primo negozio europeo non solo rappresenta una pietra miliare per Canada Goose, ma trasforma anche un sogno in realtà. Londra e Chicago sono mondialmente riconosciute come destinazioni dello shopping ed è un orgoglio portare nelle loro storiche strade la nostra eredità canadese, la nostra esperienza e i nostri prodotti unici” – ha dichiarato Dani Reiss, presidente & Ceo, Canada Goose.

Nel 2016, Canada Goose ha aperto i suoi primi due flagship store a Toronto e New York, negozi che intrecciano l’autentica eredità del marchio e il suo impegno artigianale con un design moderno ispirato all’ambiente artico.
Forte dei suoi sessant’anni di esperienza come produttore, Canada Goose è diventato retailer nel 2014 con il lancio del suo primo sito di e-commerce in Canada, presto seguito dagli Stati Uniti nel 2015 e da Regno Unito e Francia nel 2016.

Le vendite del brand nel 1° trimestre chiuso a fine giugno, sono passate da 12,5 a 28,2 milioni di dollari canadesi (18,8 milioni di euro). Il suo margine lordo è nettamente aumentato, dal 29,7% al 46,9%.


(Auteur : Patrice Bernard)
Un an après l’annonce par Apple de l’ouverture aux applications tierces de son assistant vocal interactif, Siri, les initiatives des banques ont rarement dépassé le stade expérimental. Parmi celles qui investissent sérieusement, la canadienne RBC démontre pourtant la valeur des opportunités que recèle ce nouveau canal de relation mobile.

La banque via Siri devient une réalité

En mars dernier, la banque avait déjà introduit, au sein de son application mobile pour iOS, une première fonction de transfert P2P pilotée par la voix. Grâce à celle-ci, il devenait possible d’envoyer de l’argent à l’un de ses contacts en demandant à Siri d’exécuter le virement, sécurisé par l’intermédiaire de Touch ID (et une empreinte digitale). Désormais, le même dispositif permet également de régler les factures, à la seule condition que le bénéficiaire ait préalablement été enregistré.

Même sans être particulièrement évolué, le service simplifie visiblement l’expérience client. Ainsi, au lieu de forcer l’utilisateur à rechercher l’option adéquate dans des menus plus ou moins alambiqués, il lui suffit maintenant d’exprimer ses désirs et de laisser la machine se charger des détails pratiques. Historiquement, l’approche semblait réservée à des fonctions de consultation, par précaution. L’initiative de RBC ouvre la voie à sa généralisation pour toutes les opérations et tous les usages, en toute sécurité.

Il reste toutefois encore du chemin à parcourir pour les institutions financières qui veulent toujours plus faciliter la vie de leurs clients. Dans le cas du paiement des factures, par exemple, pourquoi l’assistant de RBC demande-t-il de préciser le montant et la date du mouvement ? Dans l’idéal (c’est-à-dire le jour où une intégration avec les plates-formes des fournisseurs sera assurée), ces informations devraient pouvoir être renseignées automatiquement et le consommateur n’aura plus qu’à confirmer la transaction.

Naturellement, tout le monde n’est pas nécessairement enclin à adopter une interface vocale. Pour cette raison, et pour ceux qui préfère les échanges écrits, la banque s’intéresse aussi aux messageries instantanées, en commençant par insérer une capacité (certes moins originale) de virement de fonds entre particuliers au sein de la solution iMessage d’Apple. L’objectif est similaire : il s’agit de mettre les services financiers à portée de l’utilisateur, au plus près de son besoin, en toutes circonstances.

Tandis que les géants du web, suivant la trace des pionniers chinois, lancent des options de paiement qui promettent de s’immiscer dans le quotidien des internautes avec une transparence inégalée, je suis constamment surpris que la plupart des banques ne prennent apparemment pas conscience de la menace qu’ils font peser sur leurs activités et restent inertes. Elles ont pourtant à leur disposition de multiples moyens de réagir…


(Author : Harmeet Singh)
The grocer acquires a majority stake in Montreal’s MissFresh, getting into an emerging category.

Metro buys into meal kit company

Metro has acquired a majority interest in Montreal meal kit company MissFresh, getting in on what it says is an emerging category and consumer demand for healthy eating-focused options. MissFresh’s three co-founders will keep 30% of the capital and an active management role in the business, which was founded in 2015 and delivers ingredients and recipes for “ready-to-cook” meals.

While it’s too early for Metro to divulge specifics, company spokesperson Genevieve Grégoire says there will be “synergies” in how MissFresh fits into Metro’s current in-store and digital experience and marketing plans.

The major grocery retailers in Canada like Loblaws and Walmart, along with niche players such as M&M Food Market, are working on improving their omnichannel strategies through both click-and-collect and delivery services. Walmart, for example, announced today that it’s eliminating its pickup fee for online grocery orders. For its part, Metro launched online grocery shopping last October.

The MissFresh deal comes following news that Amazon had filed a meal kit trademark in the U.S., threatening players like Blue Apron and German company HelloFresh, the latter of which also operates in Canada. Amazon already has some meal kit offerings through Amazon Fresh.

In Canada, the meal kits category had lagged behind the U.S., U.K. and Europe in terms of number of options and adoption but that’s shifted over the past couple of years, with brands like Chef’s Plate and HelloFresh expanding their delivery zones and marketing.

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(Author : Josh Kolm)
The grocery chain aims to answer demand for organic products while reinforcing its local ties.

IGA grows a garden on top of a store

As proud as you might be of the garden you’ve been growing in your backyard or patio this summer, IGA may have you beat. On the roof of an IGA Extra store in Montreal, owned by the Duchemin family, the grocery chain has been working with urban gardening and agriculture company La Ligne Verte and urban beekeeping company Alvéole to grow a range of organic vegetables and honey.

The garden – which IGA claims is the biggest organic vegetable garden in Canada – will provide produce and honey under a new store brand, “Frais du toit” (“fresh roof”), though they are only available at the Duchemin family’s store.

Cartier also handled the development of the “Frais du toit” brand identity, merchandising tools and communications strategy. In addition to the online video that is running on Facebook and in pre-roll, the agency also created an in-store display that features a live feed of the rooftop garden.

Feeding consumer demand for organic and locally-grown products is something everyone from food brands to QSRs to grocery stores have been attempting to do in recent years. That’s part of what IGA is aiming to do with this attention-grabbing, large-scale execution, but focusing on the Duchemin family also helps reinforce the brand’s ties to the communities in which it operates. That’s something parent company Sobeys also has been attempting to do elsewhere in Canada and it was why the IGA brand stuck around after it was acquired in the late 1990s.

IGA grows a garden on top of a store1

“Our retailers are true entrepreneurs who really make a difference in their community through unique, inspiring projects,” Carl Pichette, VP of marketing at Sobeys Québec, said in a press release. “By focusing on hyperlocal, organic and daily picking, we offer consumers a unique and sought-after product.”

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