Canadian Retailer - Holiday 2013 - 33
curity certificates and in minor programming
charges. That cost does not include maintenance of the site to change pricing and add and
remove products and other information, which
is done by his wife and store manager.
"The Web is very profitable for us, but we
look at it as part of a total package-bricks and
mortar store, catalogue and the Web," Law says.
"We wouldn't have the business we have today
if we lost any part of it."
Value-add
Independent retailers today cannot compete
on price-they have to rely on design, service
and product differentiation and specialization. "Instead of just trying to sell furniture,
tell your customers how to decorate their den
or help them design and build a work station
in their house," says Torella."You have to merchandise and sell with creativity and skill."
The recession in 2009 and 2010 took its toll
on Boys Company, so owner David Goldman
decided to completely review every aspect of
the business to see if there were new ways of
doing things. One of the most valuable insights
to come out of the review was the need to make
the shopping experience more consistent for
customers across all channels. "We have a lot
of fans and we want to give them what they
want, but we discovered that we can do that
best if we are consistent in our messages and
dealings with customers across all platforms,"
Goldman says.
The company subsequently has instituted an
incentive and training program designed to motivate employees and make them more accountable for their work, created a loyalty program
and an aggressive social media campaign in
which customers are regularly advised of sales,
promotions and other events through Twitter
and Instagram, as well as doing ten-second advertisements in the movie theatres and some
billboard and weekly newspaper advertising.
Whether this is the best of times for independent retailers or the worst, it certainly is one of
the most exciting. "It's really an amazing time
to be an independent retailer in Canada," Evans
says. "The opportunity is there to capture new
customers based on the design of your store
and website, mid- to upper-level quality and
pricing, a different product offering and customization. And, of course, by doing what every
great independent retailer does better than anyone else-servicing their customers."
June 4, 2014
Toronto Congress Centre
Just confirmed!
Bob Johansen
Institute for the Future
For more information www.storeconference.ca/grocery
www.retailcouncil.org/cdnretailer | holiday 2013 | canadian retailer |
33
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Canadian Retailer - Holiday 2013
Table of Contents for the Digital Edition of Canadian Retailer - Holiday 2013
PUBLISHER’S DESK
RETAIL CURRENTS
RETAIL: AT ISSUE
TECHNOLOGICAL ADVANCES THAT HAVE SHAPED RETAIL
MORE SLOW, MODEST GROWTH PREDICTED
CANADIAN RETAILERS INNOVATING TOWARD SUCCESS
17 TIPS FOR RECOVERING FROM THE POSTCHRISTMAS HANGOVER
DIFFERENTIATION AND SERVICE KEY TO INDIE SUCCESS
TECHNOLOGY AND RETAIL INNOVATION
ADVERTISER'S INDEX
RETAIL QUICK TIPS
Canadian Retailer - Holiday 2013 - Cover1
Canadian Retailer - Holiday 2013 - Cover2
Canadian Retailer - Holiday 2013 - 3
Canadian Retailer - Holiday 2013 - 4
Canadian Retailer - Holiday 2013 - 5
Canadian Retailer - Holiday 2013 - PUBLISHER’S DESK
Canadian Retailer - Holiday 2013 - 7
Canadian Retailer - Holiday 2013 - RETAIL CURRENTS
Canadian Retailer - Holiday 2013 - 9
Canadian Retailer - Holiday 2013 - 10
Canadian Retailer - Holiday 2013 - 11
Canadian Retailer - Holiday 2013 - RETAIL: AT ISSUE
Canadian Retailer - Holiday 2013 - 13
Canadian Retailer - Holiday 2013 - TECHNOLOGICAL ADVANCES THAT HAVE SHAPED RETAIL
Canadian Retailer - Holiday 2013 - 15
Canadian Retailer - Holiday 2013 - MORE SLOW, MODEST GROWTH PREDICTED
Canadian Retailer - Holiday 2013 - 17
Canadian Retailer - Holiday 2013 - 18
Canadian Retailer - Holiday 2013 - 19
Canadian Retailer - Holiday 2013 - CANADIAN RETAILERS INNOVATING TOWARD SUCCESS
Canadian Retailer - Holiday 2013 - 21
Canadian Retailer - Holiday 2013 - 22
Canadian Retailer - Holiday 2013 - 23
Canadian Retailer - Holiday 2013 - 24
Canadian Retailer - Holiday 2013 - 17 TIPS FOR RECOVERING FROM THE POSTCHRISTMAS HANGOVER
Canadian Retailer - Holiday 2013 - 26
Canadian Retailer - Holiday 2013 - 27
Canadian Retailer - Holiday 2013 - 28
Canadian Retailer - Holiday 2013 - 29
Canadian Retailer - Holiday 2013 - 30
Canadian Retailer - Holiday 2013 - DIFFERENTIATION AND SERVICE KEY TO INDIE SUCCESS
Canadian Retailer - Holiday 2013 - 32
Canadian Retailer - Holiday 2013 - 33
Canadian Retailer - Holiday 2013 - TECHNOLOGY AND RETAIL INNOVATION
Canadian Retailer - Holiday 2013 - 35
Canadian Retailer - Holiday 2013 - 36
Canadian Retailer - Holiday 2013 - 37
Canadian Retailer - Holiday 2013 - 38
Canadian Retailer - Holiday 2013 - 39
Canadian Retailer - Holiday 2013 - 40
Canadian Retailer - Holiday 2013 - 41
Canadian Retailer - Holiday 2013 - 42
Canadian Retailer - Holiday 2013 - 43
Canadian Retailer - Holiday 2013 - 44
Canadian Retailer - Holiday 2013 - ADVERTISER'S INDEX
Canadian Retailer - Holiday 2013 - RETAIL QUICK TIPS
Canadian Retailer - Holiday 2013 - Cover3
Canadian Retailer - Holiday 2013 - Cover4
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