5000+products tested in one year
70%of sales growth attributed to “tested” products
$1.8Msavings in research costs
Over the past century, Canadian Tire evolved from a small automotive business into Canada’s largest retailer with 1,700 stores and $12.6 billion in annual revenue. With world-class owned brands and market-leading merchandising strategies, they continually innovate with the purpose to excite and serve Canadian customers from coast-to-coast.
Changing customer expectations and heightened competition challenged Canadian Tire’s leadership to reinforce its position as a top retailer. They needed direct access to their customers to customize marketing messages, test products to improve quality perception and ensure an exceptional customer experience.
The Canadian Tire Customer Panel (CTCP) bridges data silos by connecting demographic, psychographic and attitudinal data on their community members, approximately 200,000, to the transactional information in the Triangle loyalty program. This connection enables unified, granular customer profiles, look-alike modeling and increased confidence in predictive models. There’s greater accuracy in targeting customized marketing messages to the right people at the right time than if they had simply used existing transactional sales data.
Loyalty program members in their insight community are also invited to test and review products publicly. This leads to product innovation, social proof and grass-roots word-of-mouth marketing.
The Canadian Tire Customer Panel allows us to increase consumer confidence about the products we sell, create more brand ambassadors, and improve accuracy in personalizing our message to our customers.
Associate Vice President of Consumer Research, Canadian Tire Corporation
The survey data from the CTCP was a key enabler and we wouldn’t have been able to even begin this work of training predictive models without it.
Manager of Data Science, Canadian Tire Corporation