Canadian Retailer - Fall 2016 - 17

TECHNOLOGY ROUNDTABLE

Simpson: We represent the opposite side of that speculation, since

we have a small store base and, in fact, just opened a new store.
We see e-commerce allowing Canadians who don't have a Holts
store nearby to connect with, and buy from, our brand. It also
provides options and convenience for our customers who also
enjoy shopping in our stores-because we have a small store base,
ecommerce can be a destination for people to visit and replenish.

Dawson: We just launched e-commerce and we will be watching
closely the impact this will have on our store network. And we're
also considering the impacts of the upcoming generations-Y and
Z-who, in the case of generation Z, just turned legal drinking
age-we want to understand how best to empower them with knowledge about the products we sell so that they can make confident
purchase decisions. They're digital natives and
have been used to getting things or learning
things and understanding everything within
minutes. Their behaviour will drive the speed
of innovation and to an extent what our store
network will look like.

VAN DE VOORDE: There is a lot
of discussion these days about
a perceived shift that needs to
take place in order for brands
to deliver on macro growth? For
the past 80 years or so, if a retailer wanted to grow the brand
it just had to open another store
or two. Today, it seems the
reverse is almost true. Where
do you see the retail model needing to shift in order to achieve
growth for the brand?

Nelson: At Sears Canada we're inverting that

traditional model now. We're actively investing
in innovation platforms that position us to listen
to and respond to the customer at every touchpoint. Despite the retail model, the customer is
going to need to be at the centre of all decision
making in order to achieve brand growth.

Connell: Roots is at the point of inflection where
we are truly seeing the benefit of being digitally
savvy and having a substantial online presence;
to the benefit of both physical and digital growth. The foundation and strategies that have been established, along with our internal experience and
knowledge, is enabling phenomenal growth and propelling the brand into
the future. With many years of compounded sales growth (in excess of 35%)
online and substantial in-store sales growth, we know Roots has a winning
strategy. We will continue to innovate in every way we can to make sure
that our touchpoints, products and experiences are optimized to exceed the
current expectations of our customers, and, in the future, global markets.

Considering the pace of change in retail and the speed of technological
innovation, there's no doubt that the retail shopping journey will look different in the future than it does today. But, it's also clear after speaking with
these tech-savvy retailers that the core-deliverable of superior customer
service will continue to drive every decision and investment made from an
operational perspective. In this way retailers will continue to find ways to
better connect with the customers and grow their brands. And the technologies that will be leveraged will need to help serve this purpose in a
meaningful and seamless way.

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FALL 2016 | CANADIAN RETAILER

| 17

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Table of Contents for the Digital Edition of Canadian Retailer - Fall 2016