Shopper Innovation Awards: Canadian Tire’s digital catalogues

The retailer takes its iconic catalogue into the digital realm to win four awards - a Gold, a Silver and two Bronze.

Gold: Brand New!
Silver: Out of the box Retail
Bronze: Changing Behaviour
Bronze: Tech Breakthrough

Canadian Tire needed a way to reconnect with consumers and make its in-store shopping experience easier. To do this, the retailer decided to reinvent its iconic Canadian Tire print catalogue (discontinued in 2007) to provide relevant content focusesd on the retailer’s Canadian identity both in and out-of-store.

To celebrate Canadian Tire’s role in the lives of consumers, agency Tribal Worldwide, working with Mindshare for media, filled “The Canadian Way” digital catalogue pages with real people, allowing the brand to speak to Canadians through Canadians. The tablet-friendly book was developed in HTML5, and featured inspiring editorial content and interactive videos.

“The Canadian Way,” which bridges the gap between the retailer’s digital and retail offerings, is available online, across all devices as well as in-store via a central kiosk. In addition, customers can use the kiosk to search for products, check pricing and ensure inventory of any product.

Within the first six months, 350,000 visitors virtually flipped through more than four million pages both online and in-store. More than 36% of visitors have returned to the catalogue on more than one occasion. The retailer also reported a steady incline in time spent on the site, with the average at six minutes and visitors typically viewing 15 pages each time they visit (twice that of Canadian Tire has also expanded the rollout of the kiosk from an initial four stores to more than 100 across the country.


Brand: Canadian Tire
AVP of Digital Marketing & Gift Cards, Canadian Tire: Rosie Riolino-Serpa
AVP of Digital Operations & Delivery, Canadian Tire: Shawn Farmer
Manager of Digital Experience, Canadian Tire: Vito Casalinuovo
Agency: Tribal Worldwide
Associate Creative Director: Mara Binudin
Copy Writers: Dmitry Zelikman, Tracy Wan, Santiago Fernandez-Concha
Editorial Writer: Yuki Hayashi
Editorial Copy Writer: Jennifer Krissilas
Art Director: Benson Ngo
Design Director: John Thai
Designers: Josiah Bilagot, Mirza Sakovic, Jean-Lou Renoux, Barry Lachapelle
Director of Technology: Joe Dee
Information Architects: Dale McRae, Daniel Wiseman, Tony Di Ciero
Creative Technologist: Paul Jara
Interactive Developers: Paul Sham, Stephen Hobson, Brad Carson
Experience Assurance Lead: Enzo Licata
Senior Producers: Gaetano Carpino, Bonnie Chung
Producers: Chris Webden, Caroline Clarke, Neem BaHa
Director of Production: Catherine Kim
Production Coordinator: Elizabeth Fitzpatrick
Managing Director: Andrew McCartney
VP Strategy and Innovation: Dino Demopoulos
Social Media Planner: Parker Mason
Business Unit Director: Kaezad Nallaseth
Account Director: Nick Pigott
Account Coordinator: Monica Bialobrzeski
Media agency: Mediacom
Group Account Director: Chris O’Hara
Associate Account Director: Andrew Tziatis