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The Digital Customer Experience Retailers in Canada Need to Offer Now

By
Retail Insider
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Author: Margaret Stuart, Country Manager, Salesforce Canada

Canadian consumers may be staying at home and not able to connect in person with their favourite local retailers, but from a shopping perspective, they haven’t really gone anywhere.

According to data collected in the Salesforce Q1 Shopping Index, for example, digital commerce grew in Canada by 25 percent in the first quarter in 2020. Overall orders and traffic growth to Canadian retailers rose 37 percent, and growth via mobile devices in particular shot up 56 percent.

Given that most brick-and-mortar stores have some kind of sign announcing a temporary closure, these numbers offer a good reminder that demand for goods and services remains high, even amid a health crisis. It’s also a good indicator of how retailers should pivot their activities in order to weather the uncertainty.

In some respects, the impact of COVID-19 will only accelerate the digital shift that retailers had already been making. After all, consumer buying habits have increasingly been moving online for years, which has brought challenges to large brands and independent merchants alike.

The difference today is how the pandemic is forcing us all to think more holistically about the customer experience. Success in retail will require far more than a “buy” button on a website. It’s going to take a thoughtful approach to making consumers’ lives easier at every stage of the journey.

Create New Digital and Social Media Experiences

Essential retailers like grocery stores and pharmacies have primarily focused on setting up protective checkout shields and floor stickers to help consumers navigate safely while they shop. For the majority of retailers, however, the most significant changes they make will assist, surprise and delight customers from the comfort of their homes, on desktops, or on mobile devices.

Vancouver-based activewear brand Duer, for example, has moved quickly to reduce its costs and continue to sell its trademark denim by getting closer to customers than ever before.

Instead of creating a collection of jeans first and then driving to drive demand, for example, Duer is now crowdsourcing designs, showing prototypes as a presale item on its website. If there’s enough interest, it can move into production and delivery in a matter of weeks. This reduces waste and allows the company to produce exactly what the market wants.

Toys R’ Us Canada, meanwhile, didn’t just encourage online shopping but addressed parents’ need to keep kids entertained and adopt safe habits with ‘Stay-at-Home Play”. This included ideas for kids to have fun via YouTube videos, a ‘Wash Your Hands Challenge” that featured a dance-and-scrub-along song on TikTok, and play packs that could be ordered online.

And while most of us have gotten used to video calls to keep in touch with coworkers and family members, many retailers have turned to the technology as a means of service delivery. This includes yoga and fitness classes for humans, but don’t forget about pets!

You have to hand it to companies like Edmonton’s The Dog House Daycare, which is offering online puppy training classes that include real-time feedback.

Then there are those using social media as a way to continue serving customers, like Ottawa’s Brew Donkey Tours, which is taking consumers through breweries virtually via Instagram.

Offer Flexibility in Payment, Loyalty, and Delivery Options

Given ongoing social distancing measures, consumers need new and innovative ways to pay for purchases. The technology to do this has been in place for some time, but the business case is now clearer — and more urgent — than ever.

Firms like Castle Plumbing and Heating in Sudbury, for example, are now offering curbside pickup for all plumbing, heating, water filtration, and pump products. Payments can be made by phone or e-transfer.

Whereas Stan from PlumberSpot shares that a greater number of plumbing supplies are being bought and sold online for home delivery. He states, “Plumbers, builders, and even DIYers are turning to the computer over coming into the store. And as long as they know the correct specifications of what they need, why shouldn’t they?”

Then there’s CarGurus, which may become a case study in offering contactless buying experiences, from virtual meetings to free at home test drives to remote payments, where paperwork can be sent later on.

Companies can also help by multiplying loyalty offerings, issuing gift card expiration extensions, and rolling out longer payment cycles. For instance, Canadian car companies including Fiat Chrysler Automobiles Canada, Nissan Canada, and Mitsubishi are debuting loan relief, payment rescheduling and in some cases 90-day payment deferrals during the pandemic.

Right now, much is unknown — and things change quickly. The one thing you can be sure of is that Canadian consumers continue to want access to the products and services they love and need. Now is the moment to act on opportunities to innovate around the customer experience you provide them.

Margaret Stuart, Country Manager, Salesforce Canada

1st Prototype Urban ‘Real Canadian Superstore’ Opens in Downtown Calgary

By
Mario Toneguzzi
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Photo by Real Canadian Superstore

The Real Canadian Superstore is opening a first-of-its kind store in Canada on Friday in Calgary’s East Village development, directly east of City Hall and the downtown core.

The company said the store is “unlike any other Superstore location in Canada” and at about 80,000 square feet it is the first urban Real Canadian Superstore.

The store is located on the second floor of the RioCan 5th & Third East Village development.

“The opening of our store has been long awaited in the East Village community,” said store manager Tina Hawryluk. “While we had hoped to celebrate our grand opening with the local community in a different way, we are thankful to be able to open and provide our neighbours with local access to fresh and quality food at a fair price as we continue to social distance.”

PHOTOS: REAL CANADIAN SUPERSTORE
PHOTOS: REAL CANADIAN SUPERSTORE

The 5th and Third East Village development, a joint venture between RioCan and Bosa Development, is located at the intersection of Fifth Avenue and Third Street S.E. RioCan’s mixed-use development features a two-storey retail podium totalling 178,000 square feet below Bosa’s two residential towers totalling approximately 500 homes. Confirmed tenants include Real Canadian Superstore, Olympia Liquor, Scotiabank, and TD Canada Trust.

“It’s a great day for retail in Calgary’s inner-city urban neighbourhood of East Village with the grand opening of Loblaw owned ‘Urban Format’ Real Canadian Superstore,” said Michael Kehoe, a retail real estate specialist with Fairfield Commercial Real Estate in Calgary. “The significance of this event is a bright spot on the local business scene that has been severely impacted by the oil price downturn and the pandemic lockdown.

“The addition of Joe Fresh and Shoppers Drug Mart also part of the Loblaw Companies will round out the retail offerings at the East Village Superstore. The project will add much-needed retail amenities to this underserved inner-city node and is sure to be a hit with shoppers in the surrounding densely-populated urban neighbourhoods. The East Village Superstore mixed-use project is a cornerstone of the master-planned East Village redevelopment process that is nearing completion.”

East Village Superstore. PHOTO: EVEXPERIENCE
PHOTO: CMLC

In East Village, residential development includes 1,463 completed units with 180 units under construction. About 305,000 square feet of commercial development has been completed with another 55,000 square feet under construction. There are also two hotels with a total of 455 rooms.

According to the neighbourhood’s master plan, there are a total of 3,500 projected residential units which equates to about 11,000 residents. Currently there are about 4,000 people living there.

Total retail will be between 400,000 to 450,000 square feet on completion.

Clare LePan, Vice-President of Marketing & Communications at Calgary Municipal Land Corporation, the neighbourhood’s master developer, said the project is about half way through the 20-year master plan build out.

“The opening of 5th and Third Shopping Centre, especially with it housing such an established brand as Real Canadian Superstore, goes a long way in realizing the retail strategy for East Village and the vision for the redevelopment as a whole,” she said. “But more importantly, it betters the lives of our residents, along with our neighbours in adjacent communities on the east end of downtown Calgary, who now have convenient access to everyday essentials to care for themselves and their families.”

CLICK FOR INTERACTIVE MAP

To help customers and staff maintain social distancing at this time, Superstore said the store has implemented measures to help reduce contact and control the traffic, including limiting the number of people in the store at one time, plexiglass barriers between customers and cashiers, and decals on the floor to help customers distance while lining up to pay.

The store will be open daily from 8:00 a.m. to 10:00 p.m., with a dedicated hour for those who are most vulnerable from 7 a.m. to 8 a.m. Customers also have access to free 90-minute underground parking with a minimum purchase of $20.

Vancouver-based Bosa Development currently has the first phase of the Arris residential project under construction on the site — a 40-storey tower. The second phase has plans for another 23-storey residential tower.

Holt Renfrew Sets Out Plan to Reopen Stores with COVID-19 Safety Protocols

By
Craig Patterson
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'HOLT RENFREW OGILVY', RENDERING VIA GENSLER

Luxury multi-brand retailer Holt Renfrew has a game plan to reopen its stores across the country after all were shut in March due to the COVID-19 (coronavirus) pandemic. Three of Holt Renfrew’s stores are set to open again this month, including stores in Calgary and Vancouver, as well as the new Holt Renfrew Ogilvy store in Montreal which has been under a multi-year expansion/renovation. The company’s other stores, all located in the Greater Toronto Area, will open at a later date which will likely be in June. The openings come at a time when some consumers may pull back on luxury spending as has been seen with other recession periods.

“The health and safety of our employees and customers continue to be our top priority during these unprecedented times,” said Mario Grauso, President of Holt Renfrew. “Now, more than ever, we must maintain open communication with our customers, employees, and communities.” He went on to say, “We have put additional measures into place to help provide safe environments, striving to update our stores and experiences to reassure our customers and employees.”

The Calgary Holt Renfrew store will be first to open again on Thursday, May 14. The store spans more than 120,000 square feet on three retail levels (excluding a non-retail fourth level) in Calgary’s downtown core, which has been hit hard with low oil prices as well as an almost two-month retail shutdown. According to an internal document obtained by Retail Insider, the store’s operating hours until further notice will be 11:00am – 5:00pm Monday through Saturday, and 12:00pm – 5:00pm on Sundays.

HOLT RENFREW IN VANCOUVER. PHOTO: FRONT
HOLT RENFREW INTERIOR IN VANCOUVER. PHOTO: TOURISMVANCOUVER

Holt Renfrew’s 190,000-square-foot downtown Vancouver store will open on Tuesday, May 19 according to the retailer’s website. The four-level store, housing a vast selection of luxury brands, was the company’s top performer last year according to sources. The store was heavily reliant on Vancouver’s Asian population as well as tourists, and it remains to be seen when borders will be opened up again for travellers to come to Canada. Store hours for the Vancouver store will be 11:00am – 5:00pm seven days a week until further notice.

In Montreal, the new 250,000-square-foot Holt Renfrew Ogilvy store will officially open to the public on Monday, May 25 according to the staff document obtained by Retail Insider. The spectacular showpiece will become one of the finest luxury stores in the world, spanning six retail levels in the historic Ogilvy department store building which saw a significant expansion as well as the addition of an adjacent Four Seasons Hotel that has yet to reopen. About a year ago, Holt Renfrew Ogilvy unveiled a 25,000-square-foot concourse level beauty hall as well as a 40,000-square-foot menswear floor, as well as several of the luxury concessions on the store’s main level. When the store reopens this month, 11 luxury boutiques will occupy the street level luxury hall and in total, 99 brand concessions will be contained in the massive Holt Renfrew Ogilvy building on Ste-Catherine Street West. Temporary hours of operation will be 12:00pm-5:00pm Monday-Saturday, and the store will be closed Sundays (as per law).

Construction of the Holt Renfrew Ogilvy store was nearing completion before its March temporary closure. Construction resumed on Monday of this week, according to our Montreal correspondent Maxime Frechette.

CALGARY MEN’S FLOOR. PHOTO: JANSON GOLDSTEIN
CALGARY STORE. PHOTO: JANSON GOLDSTEIN

The smaller Holt Renfrew store at 1300 Sherbrooke Street West, which has been there since 1937, is set to open on May 25 as well according to internal company documents. That store is expected to close permanently shortly after — plans were in place for the Sherbrooke Street Holt Renfrew store to close once the nearby Holt Renfrew Ogilvy was completed. Hours for Holts Sherbrooke Street would be the same as Holt Renfrew Ogilvy for however long the Sherbrooke Street store remains operational.

Holt Renfrew hasn’t yet announced the opening dates of its other Canadian stores, all of which are located in the Greater Toronto Area. That includes the 190,000-square-foot Holt Renfrew flagship store at 50 Bloor Street West which will soon unveil a new facade and renovated main floor, a standalone 16,500-square-foot men’s store at 100 Bloor Street West, a 130,000-square-foot store at Toronto’s Yorkdale Shopping Centre, and a 140,000-square-foot store at Square One in Mississauga. The COVID-19 infection rates in the Toronto area have been going down and are far fewer than that of the Montreal region.

Hours of operation for both Bloor Street stores will be 11:00am – 5:00pm seven days a week. The Yorkdale Holt Renfrew store will operate from 11:00am – 5:00pm seven days a week and Square One will operate from 11:00am – 4:00pm until further notice.

The company has announced plans and protocols to facilitate the store reopenings, including housekeeping, hygiene, in-store circulation, and new services which Holt Renfrew says are part of a strategy for adapting to changing customer behaviours.

SQUARE ONE HOLT RENFREW PHOTO: HOLT RENFREW

Sanitation will be taken seriously by Holt Renfrew as it opens its stores again. “Prior to re-opening, each store will undergo a deep cleaning of all front and back of house areas. Increased daily sanitizations will occur throughout the day including sanitation of all high touch areas including pay stations, all conveyance, railings, door handles, washrooms, fitting rooms, and more, after each use,” the company said in a statement. “Additional porter staffing will be hired for all stores and the speciality retailer is committed to providing training for all employees for new health and safety efforts and policies.”

Hygiene protocol will include hand sanitization stations which will be made available throughout the stores including at all entry points. Employees and customers will be required to sanitize their hands upon entry into Holt Renfrew stores. “All store team members will wear disposable gloves and masks while in the stores, and disposable gloves and masks will be made available for all customers who wish to receive them,” said Holt Renfrew in a statement. All high touch surfaces, including point of sale, PIN pads, and phones, will be sanitized after each use, as will fitting rooms in the stores. The in-store beauty halls will become “touchless” and for the foreseeable future, Holt Renfrew’s store associates will not accept cash payments.

Physical distancing measures will be implemented in an effort to create safe in-store circulation. All of Holt Renfrew’s seven stores will operate on reduced hours once they reopen. “Pending the architecture of the respective building, entrances will be limited and there will be greeters and stanchions to welcome a controlled number of guests accordingly, to ensure safety,” said a statement. Stores will feature signage indicating a minimum of two metres physical distance for all front of house areas including fitting rooms, payment desks, escalators, elevators and other store components. In-store elevators will be restricted to only those who require them for assistance. Employees will be trained on the in-store circulation measures both on the sales floor as well as in the back of house areas.

HOLT RENFREW BLOOR’S UPDATED FACADE RENDERING: GENSLER

New customer service options will be implemented across the chain. Holt Renfrew said in a statement that it is “tailoring shopping experiences so that customers can shop their preferred way, whether that’s in-store or from the comfort of their home.” That includes the option to utilize curbside pickup at valet stations for stores that have them. A newly launched Salesfloor widget will allow customers to connect with an associate for virtual assistance or to set up an in-store one-on-one appointment. The ‘Holts by Appointment’ service will be revived where customers call a store concierge to book a time to meet with an associate before coming into the store. Holts’ return policy will be extended as well.

Tailoring and alterations will only include “basic services” according to Holt Renfrew, and the in-store restaurants will open when permitted and likely at a lower capacity than in the past.

The store reopenings come at an unprecedented time when many consumers will be re-evaluating spending patterns. Many of the world’s top luxury brands are carried in Holt Renfrew stores, and the company is considered to be the national leader with concession brands such as Chanel, Hermes, Gucci, Prada, Fendi, Balenciaga, Tiffany & Co., and many others. As with other recessions, consumers may look to shop for less flashy brands that lack prominent logos after an extended period of job losses, a reduction in stock valuations and low oil prices. The lack of tourists visiting Holt Renfrew stores is also expected to contribute to a temporary sales decline until borders are reopened.

At the same time, closed borders could end up benefiting Holt Renfrew as its stores begin reopening this spring. The markets where Holt Renfrew operates, including Vancouver, Calgary, Toronto, and Montreal, are home to many wealthy consumers who might otherwise travel abroad to buy. If those consumes are inclined to again start shopping for luxury brands, they may visit their local Holt Renfrew store or otherwise shop online. Holt Renfrew Ogilvy in Montreal could see a boost given the number of millionaires and billionaires who reside in the city — luxury sales in Montreal have typically lagged in comparison to those in Toronto and Vancouver, and the Holt Renfrew Ogilvy store will need to see strong sales to justify the nine-figure cost of the store’s renovation and expansion.

Downtown Belleville BIA Launches Ecommerce Marketplace to Support Local Businesses During COVID-19 Pandemic

By
Jessica Finch
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PHOTO: CITY OF BELLEVILLE

In the community of Belleville, Ontario, the Downtown Belleville BIA has launched an ecommerce market place to support local businesses during the COVID-19 pandemic store shutdowns. The aim of the initiative is to boost sales for the many struggling businesses that have lost substantial sales since the March shutdown this year.

In an attempt to assist the most vulnerable businesses in their community, Belleville’s Downtown District Business Improvement Area (BIA) has launched a local ecommerce marketplace. The platform — which launched April 17 — allows retailers, restaurants, and service-based businesses in Belleville to create their own virtual shop on the site and sell their products and services online.

In the four weeks since the Downtown District Marketplace went live, the site has generated more than $22,000 in revenue for downtown Belleville businesses, meaning many can continue to pay rent, utilities, and other bills that retailers are still required to pay during the shutdown.

PHOTO: BAY OF QUINTE

In response to the pandemic and resulting mass-closures of non-essential business in March, the BIA quickly began working on a digital solution for its members. The Downtown District Marketplace was born of this initiative and currently has 30 businesses up and running and over 1000 products available for purchase.

“This online marketplace not only offers our businesses a means for business continuity during this extraordinary time, but also positions us for growth in the future,” advises Kathryn Brown, Downtown District BIA Board Chair and Owner of Kate’s Kitchen.

Due to the various digital literacy levels among the downtown businesses, the marketplace solution needed to be easy to navigate while still providing a seamless and professional, user-friendly shopping experience. The Downtown District Marketplace was created by utilizing the Shopify platform and a combination of various other apps.

 

 
 
 
 
 
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It’s not too late! Last minute options for Mother’s Day. Shop local. Support local.

A post shared by Downtown Belleville (@downtownbelleville) on

The number of local businesses involved in the marketplace is growing steadily as its success becomes increasingly prevalent. The website features curated categories, making for a coherent shopping experience. You can shop by store, by product, or you can browse the many unique businesses Belleville has to offer. Each business has its own profile page on the marketplace that showcases their available product. Customers have the ability to buy online and pick up curbside or even have the order delivered to their doorstep.

Each participating retailer has been trained in social distancing protocol and is fully-aware of the safety measures required in carrying out business transactions during this unprecedented time.

Spearheading the Downtown District Marketplace is BIA Executive Director, Marijo Cuerrier, and Marketing & Media Officer, Kelsey Moniz, along with Board Chair Kathryn Brown.

“This local e-marketplace will be a game changer for main street businesses who don’t have the capabilities or experience to sell online,” explains Cuerrier. “In this time of crisis, our goal is to enable our businesses to create revenue in a safe and reliable way.”

  • PHOTOS: CITY OF BELLEVILLE
  • PHOTOS: CITY OF BELLEVILLE

The success so far has led to Moniz and Cuerrier demonstrating the solution at the request of other BIAs in Ontario who wish to follow suit. The marketplace model is easily replicated in any main street business area.

The marketplace provides businesses with a broader scope and huge potential for growth. This exposure would not be possible for many otherwise. It also relieves local businesses of the burden of establishing an online ecommerce presence, which for many can feel like an unobtainable task. The marketplace is set up and ready to go, all the business has to do is get involved.

“The project has helped to streamline the ecommerce method of selling for businesses who didn't have the mechanisms before. The marketplace was something we had been planning for a while but COVID-19 accelerated our plans. So far it has been very well received and it will definitely continue into the future and far beyond COVID-19,” said Moniz.

Other BIAs across the country are following suit —Moose Jaw, Saskatchewan being one that is seeing huge success — all in an attempt to cushion the blow of COVID-19 on their neighbourhood retail.

Retail Pulse Check: May 13, 2020

By
Retail Insider
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Retail Pulse Check

Keeping a pulse on retail

Retail in Canada is facing unprecedented times as the industry tries to navigate through the COVID-19 pandemic. With new challenges emerging on a daily basis, retailers are finding it increasingly difficult to perform with limited information and resources available to help guide them. The “Retail Pulse Check” was created out of the observation that there is an opportunity to provide centralized support directly to retail leaders, operators, and employees. This new series, presented by Retail Insider and Bottom Line Matters, will feature a highly informative discussion, focused on content that has been curated BY the industry FOR the industry.

Join us weekly – and hear from industry experts Craig Patterson and Stephen O’Keefe as they dive into discussion on the most critical topics that have been identified by you, the retail audience. Be sure to share your questions on the things that are keeping you up at night so that Craig and Stephen can include in their discussion.

Goals of The Retail Pulse Check are to:

  • Provide Retailers with a forum to ask questions on whatever hot-button issues they are looking for insights or guidance on, with honest, unfettered dialogue from industry experts

  • Create an environment for collaboration, conversation, and learning amongst those who are continuing to service the Retail Industry
  • Establish a focus on best practices to ensure that Canada’s retail leaders, operators and others who are affiliated with the industry have an outlet to seek information, support, and guidance

Craig Patterson, Founder, Editor-In-Chief @Retail Insider

Craig Patterson is the founder and Editor-in-Chief of Canada’s most-read online retail industry news publication, Retail Insider. He is also a Director at the University of Alberta School of Retailing, as well as a research consultant at Retail Council of Canada. Craig has studied the Canadian retail landscape for over 25 years, and has also been involved with strategy pertaining to urban revitalization in several cities, as well as retail and shopping centre-related design. He is an industry consultant who also gives retail tours and and is a public speaker. He is a graduate of the University of Alberta and holds a Bachelor of Commerce degree and Bachelor of Laws degree.

Stephen O’Keefe, Founder @Bottom Line Matters

Stephen O’Keefe is a 30 year veteran of the retail industry having worked with major brands such as Sears, Hudson’s Bay, and Walmart where he was Vice President of Loss Prevention and Risk Management. He founded Bottom Line Matters as a source for retailers of all sizes to draw upon his experience and expertise and deal with what matters – maximizing their bottom line. Stephen clients have included major retailers, BIAs, vendors as well as the Industry Association itself. He was awarded the Lifetime Achievement Award for his work with the retail loss prevention community, sharing best practice to combat shrinkage and advocating for legislative changes to support retail business.

COVID-19 Pandemic Accelerating Retail Trends in Canada: Expert

By
Megan Harman
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QUEEN ST WEST, TORONTO. PHOTO: RETAIL INSIDER

The global COVID-19 pandemic is creating an acceleration of trends underway in the retail sector, with innovators being rewarded and undiversified businesses struggling more than ever. Ultimately, all industry stakeholders will need to work hard to rebuild confidence once regular operations resume, according to retail expert Carl Boutet, the Chief Strategist and Board Advisor for Studio RX for retail strategies.

“I think we’re going to look back on this crisis as ‘the great acceleration’,” Boutet said in an interview with Retail Insider. “It’s hastened the inevitable.”

Retailers that were struggling prior to the onset of the global health crisis, he said, are now having a much harder time, and in some cases are being forced to close their doors permanently. “This makes it difficult for them to have any sort of runway to turn things around.”

CARL BOUTET

In contrast, those companies that had taken the necessary steps to position themselves for resilience have had an easier time navigating the crisis.

“It exacerbates the polarization of the ones that were doing well vs. the ones that weren’t,” Boutet said.

There are certain exceptions, however, in which retailers that had been thriving prior to the crisis are now having a much harder time, and vice versa. For example, Boutet said in the past couple of years, he noticed consumers becoming more engaged with local, independent, high-touch retail stores.

“These last eight weeks have been particularly hard on them because they just didn’t have as many resources to begin with,” he said. “This crisis has taken a lot of wind out of their sails.”

Government support measures are likely helping these retailers stay afloat, however it remains to be seen whether consumers will be enthusiastic about returning to these types of stores once the lockdown measures are lifted. “It’s too early to tell,” Boutet said.

 

 
 
 
 
 
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Home is (and will always be) our happy place. Even when it doubles as an office, classroom, and gym. #LifeAtHome

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At the same time, certain niche e-commerce retailers had faced difficulties prior to the onset of the pandemic, but have seen a surge in sales since the social distancing measures came into place. For example, online furniture retailer Wayfair has long been struggling to earn a profit. During the month of March and into early April, however, the company reported that its rate of revenue growth more than doubled to around 40%, as more consumers turned online for their furniture needs.

For some categories of goods, the growth in online shopping that has occurred over the course of the past two months is likely to be a long-term trend, according to Boutet. This includes non-discretionary and essential goods, such as groceries and detergent, which the vast majority of customers have previously purchased in store rather than online. With many consumers now having experienced the convenience of having these items delivered to their door, Boutet said online shopping could become the preferred shopping channel even after the pandemic. “That’s a habit that I suspect will stick past this,” he said.

For some retailers, the pandemic has been the motivating factor needed to ramp up e-commerce capabilities or otherwise innovate much faster than originally planned. For companies that had planned to introduce e-commerce capabilities in the next year or two, for example, the lock-down measures have forced them to implement such capabilities in a matter of weeks.

PHOTO: BARISTA

Other retailers have been successful at adapting to the current environment by shifting their business models. For example, Montreal-based micro coffee roaster Barista, which has traditionally focused on a B2B model of selling to restaurants and cafes, has had success with expanding its direct-to-consumer business in recent weeks. Among its consumer offerings is a subscription service that lets coffee lovers have freshly roasted coffee delivered to their doorstep as frequently as they like. This has helped to cushion the blow from the decline in restaurant sales since the lockdown began, Boutet said.

Agility and resilience, he said, have become more critical than ever. “This stresses the importance of having a diversified business model,” he said.

For the entire retail industry, Boutet said, recovering from the significant impacts of this pandemic will require major efforts in regaining confidence. “The next 12 months are going to have to be about building confidence,” he said. That includes not only retailers creating safe environments for customers and employees, but also ensuring strong relationships with business partners, such as landlords and suppliers.

“In retail we focus a lot on the front end and what we see happening at the store level, but there’s so much more happening behind that and it trickles down,” Boutet said. “A retail industry that suffers goes way further than what you see just in the store—it’s a substantial part of the economy that runs through retail channels.”

Megan Harman

Megan Harman is a business reporter based in Toronto. She writes about topics including retail, financial services and technology. Megan covers Toronto’s retail industry through her blog Retail Realm (torontoretail.wordpress.com). Follow her on Twitter at @meganmharman

City of Toronto and Digital Main Street Launch Free Website Initiative for Small Businesses

By
Jessica Finch
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Downtown Toronto city Skyline at twilight in Ontario, Canada

The City of Toronto and Digital Main Street have launched the DMS ShopHERE initiative to build and optimize online stores for Toronto’s independent businesses and artists free of charge.

By leveraging Toronto’s technology community, the partnership is providing Toronto businesses with a quick and easy way to sell products online amid the pandemic shutdowns, and the goal is to build and launch 4,000 online stores over the next three months.

The COVID-19 shutdowns have highlighted the importance of having an online presence for brick and mortar stores. The City of Toronto and TABIA say that they are dedicated to ensuring that its main street retailers receive the help they need during these trying and uncertain times.

The project is made possible with efforts from volunteer developers, marketing and business students, and the support of a number of corporate partners. The program is being supported by Google, Shopify, Facebook, MasterCard, Ebay, eShipper, Ritual, Trufan, Snapchat, Magnet, and the Schulich School of Business at York University and provides businesses with more than 17 hours of hands-on support with professionals who know the process thoroughly.

Toronto’s independent retailers, restaurants and artists can access ShopHERE to get their online store built and launched within a matter of days.

Businesses have the option of choosing a customizable online store template that is in keeping with their individual branding, showcasing their logo and conveying relevant information. Each business will receive hands-on assistance with the set-up and initial launch of the online store, as well as assistance into the future. Training and support is also provided to cover digital marketing and shipping queries, and general operational questions.

ShopHERE is purposely focusing on small, independent businesses and artists across the city who do not currently have the resources to build an online store. Within the city of Toronto there are an estimated 49,501 businesses that fit this profile, with 7,371 of them being restaurants, bars, or cafes.

The criteria being used to qualify for the initiative is as follows:

  • The business must be paying commercial property taxes in the City of Toronto;
  • The business must have fewer than 10 employees or fewer than 25 if a cafe, restaurant, bar;
  • The business cannot be a corporate chain or franchise;
  • If an artist, you must be located within the City of Toronto.

“Main street businesses are facing unprecedented times due to COVID-19. They need to be able to sell online if they are going to survive and we are proud to help launch ShopHERE to help them achieve this. This program is critical in ensuring our main streets can adapt and evolve during this crucial time. Launching ShopHERE and providing Toronto’s small businesses and artists the chance to receive an online store at no cost is an incredible opportunity we are excited to provide,” said Digital Main Street Senior Manager, Darryl Julott.

ShopHere has been made possible because of a multitude of volunteer website developers who are committed to doing their part in supporting independent businesses and artists during this time. A number of companies have already agreed to participate, including Global Skills Hub, Scotiabank, General Assembly, Brain Station, Juno, FreshBooks, NEXT Canada, TechTO, and TribalScale. Volunteers can sign up individually or as part of a company, and so far 90 website developers have volunteered to build anywhere from one to 40 online stores each as part of the program. Volunteers have agreed to build over 750 online stores to date, and this number is growing. Toronto tech companies with an interest in supporting small independent businesses and artists are encouraged to assist if they can

The initiative is also heavily supported by Digital Main Street, with 10 Digital Service Squad members providing coordination between the participating businesses and the websites developers, as well as providing hands-on support and training to businesses who are in the operating stages of their online stores. Funding for this has been provided by the City of Toronto.

In participation, The Schulich School of Business at York University has leveraged 50 MBA students to provide hands-on support and training to businesses to set-up and operate their online stores. All funding has been provided by the City of Toronto and Magnet.

If you would like more information please visit digitalmainstreet.ca/shophere/ or if you have any questions contact Chris Rickett (Directory, COVID-19 Mitigation – Business City of Toronto) at chris.rickett3@toronto.ca or Darryl Julott (Senior Manager, Digital Main Street) at darryl.julott@digitalmainstreet.ca

Canadian Entrepreneur Launches ‘La Monarch’ Fashion Brand at an Unprecedented Time

By
Jessica Finch
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PHOTO: LA MONARCH

In the face of COVID-19 and during a time of mass closures and uncertain futures for most retailers, Ana Gutierrez is launching her new clothing line, La Monarch, despite the current economic climate in Canada.

COVID-19 has forced many retailers to close temporarily or, in some instances, forever, however Ana Gutierrez is not letting the fear of failure prevent her from moving forward with the launch of her versatile fashion line, La Monarch

“There was no point in being scared. It was now or never,” said Gutierrez.

PHOTO: LA MONARCH

Originally set to launch via pop-up shows across the country this spring, Gutierrez was forced to reevaluate her launch schedule once COVID-19 hit. “I wanted to introduce La Monarch to people in person so they could really experience the line but that’s not possible for now. Instead I’ve poured a lot of effort into the website and launching the brand that way.”

Inspired by the monarch butterfly that travels between Mexico and Canada each year, Gutierrez has been slowly cultivating the line of versatile and timeless pieces for almost 10 years. “The monarch butterfly’s ability to adapt and travel resembles my own experience, having spent time living between both countries (Mexico and Canada) from a very young age. Travel has also been an essential part of my life and a key factor to my attention to detail and creative nature.”

The brand is sophisticated and effortless in its design. For spring the line features a mixture of bright and muted colours and airy fabrics. However Gutierrez is already immersed in the development phase for La Monarch’s fall collection, and even the early product development stage for spring 2021.This played a major part in Gutierrez deciding to defy the odds and launch a new brand during a pandemic. The cyclical nature of the fashion industry means things move fast and you can’t afford to miss an opportunity to showcase your current collection.

“I had the spring line ready, so it didn’t make sense to keep the stock hidden. I want to keep going, despite this pandemic, and with the response I’ve gotten from launching online, now I know it has been the right decision to not have let this situation slow me down. Things are much different than what I envisioned, but at the same time I’ve learned how to quickly adapt my business and be resourceful in a way that maybe I would’ve never learned had things gone so smoothly. Now I know I can handle any problem, even very unexpected ones.”

Switching lanes under such inflammatory circumstances is daunting, but Gutierrez notes that it forced her to focus her energy on the digital aspect of La Monarch, something that she says would have ultimately happened but was of secondary importance to selling in person. “My original plan was to launch La Monarch both in person, at popup shows, and online at the same time, however I wasn’t pushing the online aspect of it because I was starting off with limited stock and wanted to preserve what I had for people to purchase in person.” Instead all items are now available online and cultivating that aspect of the brand has been rewarding for Gutierrez, despite the challenges.