After a 10 year hiatus Canadian Tire made a bold, and ultimately highly effective, move: they reintroduced their iconic, large-format catalogue, the “WOW Guide.” This wasn’t merely a nostalgic throwback; it was a strategically calculated decision to leverage the unique and enduring power of print to re-engage customers and drive significant sales. The results speak for themselves, offering a resounding success story that underscores the undeniable effectiveness of print within a modern, multifaceted marketing mix.
The Strategy: A Tangible Experience in a Digital World
Canadian Tire astutely recognized that while the digital realm offers undeniable convenience, it often lacks the visceral, tangible connection that print so naturally provides. The “WOW Guide” was therefore designed to be far more than a simple product listing; it was crafted to be an immersive, engaging experience, acting as a strategic “gateway” to their digital ecosystem. The sheer size of the catalogue created an immediate sense of excitement and discovery, inviting customers to leisurely flip through its pages and explore products in rich detail. High-quality photography and meticulously designed layouts brought these products to life, igniting a sense of desire and inspiration. Moreover, the tactile engagement – the feel of the paper, the substantial weight of the catalogue – contributed to a memorable and deeply engaging experience.
To further amplify this engagement, Canadian Tire strategically integrated the catalogue with their digital app, enabling consumers to seamlessly bridge the gap between physical and digital. This mobile integration, designed for user-friendliness, allowed customers to scan products with their smartphones and visualize them in augmented reality, enhancing their overall shopping experience. It’s important to note that the reintroduction of the WOW guide wasn’t a shot in the dark. Canadian Tire employed careful data analysis to inform the catalogues design and content. This data driven strategy allowed for the catalogue to be as effective as possible.
The Results: Data-Driven Success
The “WOW Guide” delivered undeniably impressive results, providing compelling evidence of print’s ability to drive tangible business outcomes. Canadian Tire reported a significant surge in sales, both in-store and online, directly attributable to the catalogue. This surge was not merely anecdotal; it was backed by measurable increases in sales figures. Furthermore, the catalogue generated a palpable buzz, creating a sense of excitement and anticipation among customers. Social media platforms were inundated with images of the catalogue, further amplifying its reach and impact. Critically, the catalogue effectively drove increased traffic to Canadian Tire’s physical stores, as customers sought to see and purchase the featured products in person. The catalogue also provided longer customer engagement than a typical digital ad, by staying in the customers home for longer periods of time.
Why It Worked: Key Takeaways
- The Power of Tactile: In a digital world, the tangible nature of print stands out. Customers crave physical experiences that engage their senses.
- Strategic Integration: Print and digital are not mutually exclusive; they can work together to create a powerful and cohesive marketing strategy.
- The Importance of Quality: High-quality print materials convey a sense of value and enhance the overall brand experience.
- Data-Driven Approach: Canadian Tire’s success was rooted in a data-driven understanding of their customers and their preferences.
If your business features a diverse product range, consider the power of a well-designed catalogue as a potent sales tool. Invest in premium paper, finishes, and printing techniques to craft a truly memorable customer experience. Explore innovative ways to integrate print and digital, such as incorporating QR codes or augmented reality. And, crucially, diligently track the impact of your print campaigns to accurately measure ROI and optimize your overall marketing strategy.
The Canadian Tire “WOW Guide” serves as a powerful testament to the enduring power of print. In a world saturated with digital noise, print has the ability to cut through the clutter and create a lasting, impactful impression. By embracing the unique qualities of print and strategically integrating it with digital initiatives, businesses can achieve remarkable and measurable results. Dollco Print Solutions is poised to help you unlock the “WOW” factor for your brand.
Contact us today to discuss the development of a guide for your retail or other business!