Canadian Tire survives

           Focus on customer relationship, product range, friendly environment and easy accessible makes the Canadian tire survive.
          As the competition is increasing day by day I have learned that Canadian tire is able to mold itself according to the needs and demands of the customers. They have been able to captured and attract the minds of the customers by making the desired changes. In order to expand they have started online accessibility of products, it was believed that Canadian Tire was for only men shoppers but due to changes in the customer attitude they started focusing on women shoppers too. They have launched Canadian tire jumpstart which is a charitable program to help the families in financial need get their children involved in sports that is a social help.

            Canadian Tire was founded in 1922 Canada’s biggest auto parts and household goods retailer is a true example of an origination that faced a near death experience was in a situation of winding up but due to effective and efficient management was on the path of survival. In order to remain competitive Canadian Tire is staying in touch with the times and its customers by listening and responding.

            Canadian Tire has a diversified business composed of Canadian Tire retail, Part Source, Canadian Tire Financial services, Canadian Tire Petroleum and Mark’s work warehouse.There are more then 475 Canadian Tire stores  and comprises of about 57000 employees.

             In 1990s business analyst wrote off Canadian tire, calling it the “retailer that was going to die”. In 1994 company imported Stephen Bachand from the United States and aggressively remodeled its stores.

Tracy Fellow, Vice president of consumer advertising and marketing, kept a note on the changes that were required in order to remain in the market and she concluded that the past trends must be changed as soon as possible.

             Canadian tire  believed in printing edition of the catalog it has been publishing twice a year for the past nine decades  but now the trend changed it was more customer focus , focused on the customer requirements and easy accessible. Now the customer could view online and make their choice easily.

Initially Canadian Tire focused only on man eliminating the women shopper but as the trend changed and the quantity of women shopper increased now the focus was on women.

In order to build customer loyalty Canadian Tire started giving discounts in the form points for each purchase that could be collected on the credit cards or cell phones.

Offer a selection of national and retail brands through three stores under one roof- automotive parts, accessories and services, sports and leisure products and home products.

Introduction of jumpstar that gives financial support to the families who intend to get their children in sports.