The Source – How to create the ultimate retail engagement The Source – September 23, 2015
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The Source – How to create the ultimate retail engagement
The Source – September 23, 2015
Ron Craig VP Marketing and Business Development, The Source
The Source – September 23, 2015 The Source • Small box consumer electronics
and communications retailer • In Canada for 40+ years • 1970s – RadioShack
2004 – The Source by Circuit City 2009-present – The Source
• Owned by Bell Canada • 550+ branded locations across
Canada
The retail landscape is changing
The Source – September 23, 2015
• Multiple major retail closures in Canada • Challenging environment • Consumers shifting from retail to online • Lack of innovation in the space • Demand is relatively flat
Bigger isn’t better
The Source – September 23, 2015 Small box well-suited to weather and succeed in downturn economy Small environment model lends itself to personalized service experience Small size allows for more flexibility Size is not a limitation as technology gets smaller
Retail transformation – Challenges
The Source – September 23, 2015 Store design that promotes personalized service experience Communicate brand, identity and positioning From accessory offerings to top-tier brands Streamline categories Introduce emerging categories to stay relevant
Process The Source – September 23, 2015
• Collaborative process • Ideation sessions created alignment • Communication kept team on track • Frequent updates stimulated
engagement and momentum • Mock store fostered collaboration • Encouraged feedback from the frontlines
Goals and objectives
The Source – September 23, 2015 Reinforce branding elements Appeal to broader demographic More female friendly Grow and showcase core categories Increase traffic and basket size Leverage strengths to create a better store
Execution The Source – September 23, 2015
• Evolved from convenience store environment to experiential destination
• Improved sight lines • Interactive demonstration table displays • Applied best-in-class merchandising • Softer, more comfortable store
experience
Immersive store experience The Source – September 23, 2015
• Digital technology as a communication vehicle
• Encourages interaction • Showcases categories and brands • Sends messaging to consumers • Creates a more dynamic and inviting
shopping experience • Draws people in
Results The Source – September 23, 2015 Strong growth in traffic at Yorkdale
location in year-over-year metrics Store looks significantly more impressive Scalable prototype will roll-out across the network
Insights The Source – September 23, 2015
Get early alignment across the organization Communicate to keep people involved and engaged to reach key decision points Be flexible, things change
Question Period 1.800.747.5150 Access: 5697142
The Source – September 23, 2015
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