How to create the ultimate retail engagement

1. The Source –
How to
create the
ultimate retail
engagement
The Source – September 23, 2015

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. Question Period
1.800.747.5150
Access:
5697142
The Source – September 23, 2015