Canadian Tire ties catalogue to Web, phone

A few short months after going live with its first Web-based e-commerce site, Canadian Tire ...

A few short months after going live with its first Web-based e-commerce site, Canadian Tire

is integrating its shopping options to create a multi-channel experience.

As of last month, customers can purchase from the retailer’s popular annual catalogue at home, either online from a special catalogue ordering section at www.canadiantire.ca or over the phone via the retailer’s existing customer service network. The new capability is being promoted through TV and radio advertising.

‘It’s about giving customers more options and convenience in how they can shop with Canadian Tire,’ says Jennifer Sexton, corporate affairs spokesperson at the Toronto-based retailer. ‘This is

the first time in the company’s history that customers have been able to order products from the catalogue.’

Previously, customers could only use the catalogue to shop in-store. Now they can order roughly half the products advertised. These items are identified by a small Canadian Tire logo.

While the new ordering capabilities are not necessarily about driving sales to the company’s fledgling e-commerce site, Sexton says she expects that there will be an increase in sales as the retailer continues to learn from customers. She declined to comment as to how the company’s CRM strategy might be affected.

Canadian Tire’s current Internet shopping site features 12,000 of Canadian Tire’s best-selling products, 4,000 of which can be found in the catalogue. Online shoppers can still earn Canadian Tire money online.

Canadian Tire distributes approximately 10 million copies of its catalogue.