More than 10 million Canadian consumers hold the Canadian Tire loyalty card. The company’s sales have also increased by 21% compared to before the pandemic. What can explain the undisputed success of this Canadian giant?
Behind Canadian Tire are primarily dozens of private labels, which alone account for a third of the company’s total sales.
Brands like Noma, Mastercraft or Simoniz manage to compete with other big brands, but also with web giants, like Amazon.
For Philippe R. Bertrand, co-founder and partner at Amplio Stratégies, the fact that the retailer has existed for nearly 100 years in the retail landscape plays a large part in the chain’s success.
“It’s a retailer that exists from 1922, it’s not a youngster coming. He immediately launched, if we remember, the Canadian Tire currency. It was even a collector’s item for some people, ”says the expert.
The fact that the company has made several acquisitions, such as Sports Experts and Atmosphere, which give it a certain “strike force”, believes Mr. Bertrand.
“Today, anyone comes to Canadian Tire and can do any shopping,” he says.
The loyalty card also remains a major asset for the company, which manages to bring a large number of consumers back to the store.