The Intersection of Data & Media with Canadian Tire’s Simone Lumsden
The CPG Guys are joined in this episode by Simone Lumsden, SVP of Triangle Loyalty & Retail Media at Canadian Tire Corporation, Limited (“CTC”), one of Canada’s most admired and trusted companies that includes a retail segment, a financial services division and CT REIT. Their retail business is led by Canadian Tire, which provides Canadians with products for life in Canada across its Living, Playing, Fixing, Automotive and Seasonal & Gardening categories. Party City, PartSource and Gas+ are key parts of the Canadian Tire networkalong with Mark's, a leading source for casual and industrial wear, Pro Hockey Life, a hockey speciality store and SportChek, Hockey Experts, Sports Experts, and Atmosphere, which offer the best active wear brands.
Follow Simone Lumsden on Linkedin at: https://www.linkedin.com/in/simone-lumsden9901/
Flow Canadian Tire on LinkedIn at: https://www.linkedin.com/company/canadian-tire/
Follow Canadian Tire online at: https://corp.canadiantire.ca/English/home/default.aspx
Simone answers these questions:
- What about this chosen field most excited you are were there some pivotal experiences that prepared you for your current role at CTC?
- Both Retail Media & loyalty are highly developed in the United States. What is the state of data driven closed loop marketing in Canada and what are the primary objectives of Triangle's offerings?
- Would you help dimensionalize your solutions in terms of audience size, geographic coverage & omnichannel reach etc?
- Let’s double click down into the retail media solution. What are your core onsite solutions that help brands reach your shoppers and what do you want to highlight about these offerings?
- Looking further up the funnel, what kinds of offsite & instore solutions do you offer brands and what ad tech stack partnerships have you established to enable these solutions?
- Measurement is a key component for helping brands move from the old world of linear TV and print media to performance marketing.What types of measurement tools do you make available to brands investing in Triangle Retail Media?
- Tell us about Triangle Loyalty. What is available to CPG brands and how does it connect to your retail media solutions?
- What most intrigues you about the near term in retail media and loyalty? Are there some specific trends that you are following or investing against?
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