Canadian Tire Corporation
$5.2 billion (CDN) Canadian Tire Corporation, Canada's most-shopped retailer, offers customers the convenience of three specialty stores under one roof — Automotive, Sports and Leisure, and Home Products — in its 440 retail stores across Canada, as well as through its website, www.canadiantire.ca.
The Challenge
Canadian Tire’s goal was to replicate online the customer focused and consistent buying experience that its 440 retail stores are renowned for providing, and to take electronic retailing to the next level. Its speed to market objective for taking their business online was very aggressive.
Capgemini Approach
Capgemini was the overall system integrator for Canadian Tire Online. Capgemini provided a wide range of integrated services, including program management, creative design (DareStep), supply chain expertise, and system development, integration and operation. We hosted components of CTR Online and supported a series of exciting new enhancements to the business.
Capgemini also integrated a number of leading-edge and legacy technologies to provide seamless end-to-end capabilities for CTR Online, including content management, merchandising, payment, fulfillment, replenishment and customer service. At the core of CTR Online, Capgemini implemented the Blue Martini Customer Interaction System, known for its state of the art e-merchandising functionality. As a result, Canadian Tire’s online customers experience a number of unique features, including personalized shopping, an innovative loyalty program, detailed product information, sophisticated search capabilities, gift wrapping, and online tracking of orders and deliveries.
Value Delivered
The site was launched on time and in time for the 2000 Christmas shopping season. Not only did the Web site become one of the top sites in Canada within two months of launch, but Canadian Tire was selected as the winner in the online retailing category for 2001, at the June 2001 Retail Council of Canada “Excellence in Retailing Awards” evening within seven months of being in business!