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PostPosted: Thu Mar 27, 2008 5:57 pm
 


Canadian Tire ditches print catalogue, moves online
JOHN PARTRIDGE

Globe and Mail Update

March 27, 2008 at 4:12 PM EDT

The Eaton's catalogue and the stores whose wares it plugged have long since gone, and now another iconic piece of Canadian mail-order retailing is biting the dust.

Canadian Tire Corp. is quietly phasing out the printed edition of the catalogue it has been publishing twice a year for almost nine decades, with a whopping current print run of 6 million copies an issue – in favour of taking the publication entirely online.

But the Toronto-based retailer is not going out of its way to break the news to customers used to the sound of the catalogue thudding through their mailboxes each spring and fall, or picking them up in one of the stores.

The only hint it's giving is to say in its latest advertising flyer and on its website is that its spring-summer catalogue is “on line, available only at CanadianTire.ca.”

“I'm flattered everyone thinks it's iconic, but all of our research was indicating that readership levels were decreasing and more and more people are on line,” Canadian Tire spokeswoman Lisa Gibson said in a telephone interview Thursday. “So that's why we decided to let people know on line and not make a big production.”

Ms. Gibson would not say how much money the decision will save the Toronto company on paper, printing and mailing costs, citing competitive reasons.

However, she said Canadian Tire plans to redirect the savings into beefing up its advertising, “focusing a lot more energy” on its website and developing “more targeted communications for customers.”

The phase-out has already won the company some kudos from ForestEthics, a 14-year-old, non-profit environmental group that says it has “protected” more than 12 million acres of endangered forest in British Columbia and Chile.

“Catalogues have a tremendous environmental impact, from forests that are clear-cut to produce them to the energy consumed during manufacturing and delivery,” the group said in a news release, adding that Canadian Tire's decision “demonstrates that dramatically reducing paper use makes good business sense.”

“We thought it was a progressive step that shouldn't go unnoticed,” Gillian McEachern, the group's Toronto representative, said in a telephone interview.

“Canadian Tire, as far as we know, is the first large catalogue company in North America to commit to a full phase-out,” she said, although several U.S. retailers, including Victoria's Secret and Williams-Sonoma, have made “quite substantial commitments” to cutting back on printed catalogues.


http://www.reportonbusiness.com/servlet ... bNews/home


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PostPosted: Thu Mar 27, 2008 6:01 pm
 


they could of just said they were doing it to be environmentally friendly mean think home many trees and paper this move is going to save down the road .


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PostPosted: Thu Mar 27, 2008 6:03 pm
 


.. or that they were worried about a possible recession and are getting greedy.


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PostPosted: Thu Mar 27, 2008 6:10 pm
 


ridenrain wrote:
.. or that they were worried about a possible recession and are getting greedy.


or that there trying to cut costs early and avoid unnecessary spending before things get tough and they really can't afford to run this catalogue.


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PostPosted: Fri Mar 28, 2008 7:21 am
 


I've been boycotting Canadian Tire for over ten years...

http://www.canadaka.net/blog/ttruscott


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PostPosted: Fri Mar 28, 2008 10:03 am
 


Every tuesday and friday somebody, unsolicited, pitches a plastic bundle of flyers into my driveway. It weighs more than a CTC catalog..........


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