A blog series on Shopper Marketing.

By Cyndi Pyburn

Going above and beyond characterized this group of Canadian Tire employees.  The power outage on December 21st created tremendous demand for generators.  The store at Lakeshore Blvd. East and Leslie Street was able to arrange a special delivery to the store of 55 generators from a Brampton location.  The problem was, they didn’t arrive in time for closing Sunday night at 7pm.  So what’s a retailer to do?  Close the doors?  Apologize?

Not in the case of this Canadian Tire store.  Manager, Brian Rattry took his waiting customers out for dinner across the parking lot to Boston Pizza and treated them to food and non-alcoholic drinks while they waited.  The generators arrived at about 11 pm.  Staff waited to unload the truck and help customers.  Clearly, the customers that stayed were the most in need for a generator.

Kudos to Canadian Tire – they did the right thing.  The lesson:  find ways for your brand to live its purpose through helping your customers.

Everything is Marketing – Weathering a Crisis | Sklar Wilton + Associates