Real Canadian Superstore Pilots Selling Large Appliances with Plans for Expansion


Share post:

Grocery store giant Real Canadian Superstore has launched a pilot program where it is partnering with Canadian Appliance Source to sell appliances with a store-in-store model in Milton, Ontario.

The pilot store, located at 820 Main Street East, in Milton, Ontario, has more than a dozen top brands to choose from in-store including LG, Kitchen Aid, Samsung, Bosch and Frigidaire along with access to the majority of CAS’s extended online catalogue. The store will include a 1,900-square-foot kiosk for appliances.

The kiosks will be staffed by CAS appliance experts and offer the same service, terms and conditions as standalone CAS stores.

Real Canadian Superstore expands one-stop shopping for your home with major appliances (CNW Group/Loblaw Companies Limited)

Jonathan Carroll, Senior Vice President of Operations at RCSS, said the brand has always been a one-stop-shop for everyday needs.

“In addition to grocery, we also carry apparel, home and entertainment and even small appliances. This was just a next logical step, bringing customers more of what they want into one convenient location. We’re pleased with results so far and are proud to be partnering with one of the most trusted names in the business, Canadian Appliance Source (CAS). What makes this announcement really special though, is that customers can now earn and redeem valuable PC Optimum points when they buy large appliances through the CAS Kiosk at RCSS,” he said. 

“Our customers are busy, and we want to give them every convenience we can with the best possible value. That means we’re always looking for new ways to offer them more . . . we pride ourselves on being a one-stop-shop for everyday needs and large appliances were a logical next step. 

Carroll said the Superstore footprint is large with many of the stores more than 100,000 square feet. So stores will be able to accommodate a 1,900-square-foot kiosk quite easily.

“Milton is a pilot location,  but we have Real Canadian Superstore locations from BC to Ontario, so we have a wide area to test,” added Carroll.

“CAS is incredibly excited about this opportunity to work with such an iconic brand in Canada,” said Ari Klein, CEO & Founder, Canadian Appliance Source. “Bringing our signature appliance shopping experience to the Real Canadian Superstore consumers, plus the opportunity to benefit from the PC Optimum program, is a win-win for everyone.”

Real Canadian Superstore expands one-stop shopping for your home with major appliances (CNW Group/Loblaw Companies Limited)

George Minakakis, CEO, Inception Retail Group, and author of The New Bricks & Mortar: Future Proofing Retail, was impressed with the concept after visiting the Milton store on Thursday.

George Minakakis

“The Real Canadian Super Store has added a shop-in-shop into its retail environment with Canadian Appliance Source,” he said. “Success will depend on the product, price and service provided.

“Living in the area, I had the opportunity to see the retail layout and service. I was generally impressed.  We must remember that there is a life cycle to appliances and that changes also happen in upgrades, new home ownership and lifestyle changes.  RCSS is a hypermarket in Canada, and this shop-in-shop model adds another layer of service to their household goods.  

“Canadian Appliance Source has a captivated retail environment with high traffic. This strategy should work as long as consumers see value in one-stop shopping for their appliances.”

Superstore said there are plans to expand the pilot to a small number of additional locations across the country later this year. 

Michael Kehoe

“The pilot collaboration between Canadian Appliance Source and Real Canadian Superstore is a win for both retailers and eventually for the Canadian consumer. Canadian Appliance Source is an industry leader in the extremely competitive major appliance category and is sure capitalize on the high customer footfall at the Superstore locations with their kiosk locations. The synergistic traffic benefits are obvious and the value proposition to the customer between the two firms are aligned,” said Michael Kehoe, Broker of Record at Fairfield Commercial Real Estate Inc. in Calgary.

Bruce Winder,  author of RETAIL Before, During & After COVID-19 and President of Bruce Winder Retail, said the partnership represents a trend that we have seen more of lately where two companies with complementary offerings partner to create synergies.

Bruce Winder

“Loblaw brings the weekly traffic and the potential geographic coverage that Canadian Appliance Store lacks, not to mention the PC loyalty program which sweetens the deal for the major appliance customer,” said Winder.
“Canadian Appliance Store brings in a new customer to the Loblaw family and all of their data that can be used to sell them more groceries and other products that RCSS carries. The addition of major appliances adds credibility to RCSS home products assortment as well and creates a halo effect. The heavy lifting on operations is left to CAS so Loblaw does not need to manage the business it is assumed. Loblaw collects sales revenue or commission while utilizing its vast space.

“Since the likes of Sears went under several years ago, the major appliance market has been up for grabs with Best Buy marketing the category along with The Home Depot aggressively.”

Loblaw Companies Limited is Canada’s food and pharmacy leader, as well as its largest retailer and private sector employer. With approximately two billion transactions each year in its unmatched network of 2,500 stores and national e-commerce options, Loblaw brings food, pharmacy, beauty, apparel and financial services to customers through many brands: President’s Choice, No Name, Loblaws, Shoppers Drug Mart, No Frills, Real Canadian Superstore, T&T, Joe Fresh, PC Express and PC Financial. The company’s loyalty program, PC Optimum, has more than 18 million members.

CAS was founded in 2008.

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.


Please enter your comment!
Please enter your name here

More From The Author



Subscribe to the Newsletter


* indicates required

Related articles

Consumer Loyalty Trends in Canada: The Crucial Role of Personalization in a Changing Economy [Video Interview]

A critical statistic reveals that 33% of consumers abandon brands that lack personalization, emphasizing the growing importance of tailoring experiences and offers to meet individual customer expectations in today's competitive market.

Ralph Lauren Expands in Canada with 1st Full-Price Luxury Store at Toronto’s Yorkdale Shopping Centre [Photos]

The US-based brand has opened a concept store featuring a mix of luxury and Polo products, and is expected to open more in Canada after launching an e-commerce site next month. 

Bayshore Shopping Centre in Ottawa Dominating Market and Adding Tenants Amid Sales Growth [Interview]

The landlord completed 77 leasing transactions totalling over 431,000 square feet in the past year, with more retailers and a redevelopment in the works.

Elevating Canadian Retail: How JLL’s Expertise Reshapes Property Management [Interviews]

Landlords are increasingly turning to JLL for pioneering property management solutions that prioritize both enhanced customer experiences and sustainability.

Mandy’s to Open Gourmet Salad Restaurant in Toronto’s Yorkville as Chain Expands [Exclusive Interview/Renderings]

The popular Montreal-based foodservice concept is growing its presence in Toronto with multiple locations, including one behind a soon-to-open Saint Laurent flagship store.

Gen Z’s Digital Upbringing Meets a Passion for Tangible Retail and Authentic Brands [Interview]

A new report on Gen Z, born between 1997 and 2012, provides insight into consumer behaviours as well as a look into the upcoming Generation Alpha.

Interview with Giant Tiger’s New CEO Gino DiGioacchino on the Future of the Iconic Canadian Retailer [Interview]

DiGioacchino speaks to Retail Insider after being appointed as the new President and CEO of Giant Tiger, and discusses the future of the business and importance of maintaining strong connections with local communities.

Purdys Chocolatier Expands Footprint with Pop-Up Stores [Interview]

The strategy involves providing customers with a taste of Purdys' renowned chocolates in areas where the brand hasn't had a presence before.

Colliers Report Emphasizes the Retail Advantage of Bridging the Digital-Physical Divide [Interview]

A recent report by Colliers Real Estate Management Services reveals that retailers who effectively blend their online and physical store operations are 35% more likely to achieve profitability, with the study emphasizes the importance of omnichannel strategies, convenience, property maintenance, and retailer-driven ESG initiatives.

Preview of ICSC@CANADA Conference 2023: Retail, Technology, and Networking Opportunities in Toronto [Interview]

Craig and Kyle Tomlin, Director of Events in Canada for ICSC, discuss the highly anticipated ICSC@CANADA 2023 conference, set to take place from October 2nd to 4th at the Metro Toronto Convention Centre North Hall in downtown Toronto.

Canadian Grocers Take a Page from Carrefour’s Playbook to Tackle ‘Shrinkflation [Op-Ed]

French supermarket chain Carrefour has labeled products impacted by reduced size, and similar measures may be adopted in Canada to enhance transparency in food pricing, says Sylvain Charlebois.

Jeweller Mejuri Debuts Personalized App and Innovative Membership Program; Plans Expansion with 5 New Stores [Co-Founder Interview]

The popular brand's personalized mobile app and membership program aim to enhance customer engagement and personalization, as Mejuri enters major markets with stores.