Canadian Retailer - Store 2017 - 37

M A R K E T I N G & CO M M U N I C AT I O N S ( T I E )

AWA R D WI N N ERS

Maxi campaign makes history for Loblaw
Companies Limited
MAXI has the largest market share among discount banners in Quebec.

But it had to do something to correct misperceptions customers had about
the quality of the store's produce.
The store launched a focused marketing and communications campaign
to educate consumers on the store's dedication to service and freshness.
The marketing campaign today is considered to have had the biggest impact in Loblaw's history in the province of Quebec.
Johanne Héroux, Director of Corporate Affairs and Communication
at Loblaw, says the Maxi campaign blanketed Quebec and delivered the
message they wanted Quebecers to hear.
"This is the first Maxi campaign in many years. We're proud of the excitement it's generated, reaching 98 per cent of the French-speaking population and generating more than 60,000 social media engagements. Various metrics around sales were also favourably impacted," says Héroux.

Correcting misperceptions at Maxi.

Toys "R" Us institutes new position: Chief Play Officer
TO be heard in a cluttered market, Toys "R" Us reasserted its pos-

ition as the go-to expert on toys by launching one of its most effective marketing campaigns ever. The marketing campaign featured
the "Chief Play Officer," a role created to test and share the newest
in the world of play.
Toys "R" Us positioned the CPO as a relatable spokesperson who
provides real and honest opinions from a kid's point-of-view. The CPO
campaign garnered the most media impressions across the most platforms for Toys "R" Us. The retailer accomplished this feat by incorporating the CPO into more marketing strategies than ever before.
The campaign was so successful that the retailer says it will make the
"most sought after" position a part of future marketing campaigns.

Testing and sharing with the Chief Play Officer.
AWA R D S P O N SO R

OMNICHANNEL

Best Buy's Totally Serious Retail
TODAY'S customers expect a consistent shopping experience across all

points of interaction, and one that frees them to shop how they want.
To give customers the freedom they want, Best Buy developed a Total
Retail approach to retailing.
Total Retail is a connected group of initiatives that make it easier for
customers to find the product they want, purchase it through the channel of their choice, and acquire it in the manner they choose. Among its
many innovations to deliver on these demands, the electronics retailer
expanded its assortment, revamped its multi-channel fulfillment, and
devised Ship-From-Store and Reserve-and-Pick-Up initiatives.
The results of Total Retail underline the heightened experience retailers can achieve if they deliver what customers desire. The Reserve and
Pick-Up initiative, for example, allows customers to pick up a product in
a store within 20 minutes of reserving the product online.
"We've broken down traditional retail silos to meet our customers
where and how they choose to shop with us," says Thierry Hay-Sabourin, Senior Vice-President of eCommerce at Best Buy, "making bricksand-clicks collaboration a seamless reality."

www.retailcouncil.org/cdnretailer

AWA R D WI N N ER

Total Retail: giving customers what they want.

AWA R D S P O N SO R

THE LOSS PREVENTION ISSUE

| CANADIAN RETAILER | 37

http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Store 2017