Canadian Tire: Unexpected gifts
Situation analysis
Overall assessment
Christmas is without doubt, the most important time for retailers in Canada. It's a time when wish lists and gift lists are drawn up by kids of all ages. For a retailer who has as large a product offering as Canadian Tire, you would assume that they'd occupy a good portion of these lists.
There's just one problem. Only 30% of Canadians say "buying gifts" is their primary reason for shopping at Canadian Tire. Sales during this pivotal time were being hampered by this reputation.
As...