Canadian Tire Relaunches E-Commerce Site

2/25/2011
Canadian Tire has announced plans to relaunch its e-commerce site this year. The initial focus of the website will be on selling tires. The retailer withdrew from e-commerce two years ago, saying customers were well-served by its 489 stores across Canada, and it would only use its website to market products and provide information to customers.
 
The decision to re-enter the online market is a response to changes in the competitive landscape. Canadian Tires faces competition in the Canadian marketplace from online U.S. retailers such as Tire Rack and European discount tire retailer Tires & Co. Canadian Tire’s decision also comes in response to changes in customers’ expectations, according to published reports.
 
“We know the tire business is quite competitive,” says Glenn Butt, executive vice-president of customer experience and automotive with Canadian Tire. “We know customers have choices. We know they spend a lot of time researching and in some cases ordering online.”
 
Canadian Tire also revealed plans to add videos to the website. Customers will be able to access the videos to see detailed demonstrations of product features.
 
In addition, new technology will be added to the automotive centers in its newer stores to provide better and faster service. An important upgrade will be to provide center service advisors with better access to the latest service bulletins and detailed information in order to better serve customers, Butt said.
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