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.