Canadian Retailer - Winter 2015 - 42

oNlINE RETaIl canex

CANEX expands its offering and reach through e-commerce.
getting social

CaNeX also has a social media
"Social media is exciting" she says, "and definitely a key element
presence with 11,500 current followto our marketing and communications strategy. Communicating
ers on Facebook. The site offers the
with our customers in real-time makes this an effective tool. We're
retailer the opportunity to communion a learning curve and focused on capitalizing on this medium,
cate CaF community events, locally
escalating our efforts in social media going forward."
and nationally, market CaNeX sales
events, contests and interactive activities, as well articles on current events and posts that
last year, CaNeX completed a three-year strategic
would appeal to their target customers. Sousa acknow- plan which is centred on several key deliverables. "We
ledges that what Facebook and other social media offer want to be able to capitalize on opportunities to grow
is the ability to stay connected with its customers.
new business and in new markets," she says. "it requires
"Social media is exciting," she says, "and definitely us to be progressive-thinking, responsive and always
a key element to our marketing and communications service oriented-adapting to change as required. as
strategy. Communicating with our customers in real- with most retailers, it is fundamental that we are opertime makes this an effective tool. We're on a learning ationally efficient-having the needed infrastructure,
curve and focused on capitalizing on this medium, es- and of course, be profitable." it's important to note, says
calating our efforts in social media going forward."
Sousa, that profit from CaNeX, through CFMWS, dirand, if all of that isn't enough, the retailer is also go- ectly contributes to morale and welfare programs and
ing through a rebranding process; all in the name of services benefiting the CaF community.
modernizing and remaining relevant to its customer.
Staying abreast of changes within the CaF is vital
CFMWS recently underwent a market and audience re- in assuring CaNeX is well positioned to better serve
search survey, obtaining findings in September 2014.
them. CaNeX continues to build relationships, not
"We concentrated on awareness and customer satis- only with their valued customers, but as importantly,
faction," says Sousa. "The intent was to measure not with Military leadership, staying true to their mission,
only awareness and accessibility to the many viable values and brand promise, validating their commitservices and programs offered by CFMWS. But, we ment to the Canadian armed Forces.
also wanted to know how we could improve our offering and service. Such findings and analytics are critic- For more information about CANEX and the Canadian
al to corporate relevancy and strategic objectives."
Forces Morale and Welfare Services, visit www.canex.ca.
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caNadIaN RETaIlER | Winter 2015

http://www.canex.ca

Canadian Retailer - Winter 2015

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