FEBRUARY EDITION, VOL.

RETAIL INSIGHt

TALES FROM
NEW YORK
New York is at the top of most
peoples lists as the dynamic city
to experience what is trending in
retail today. Story on pg. #

Retail as a Career

in this issue:

B Y: C R Y S TA L C E R E S

Retail as a Career

High-Profile Retailers Hit by Data...

Blog Post: To China & Back...

Personalization in the Retail World

Tales From New York & NRF 2015

Oh, you want to manage a store? Every Retail Management student

has probably heard this response at least once during their studies.
The truth is, there is so much more to retail than just managing a store.
Retail is an established industry that is composed of a wide variety of
empirical and creative reasoning.
Many people are unaware of the numerous positions available within
retail and how the industry has developed over the years. Individuals
often see retail from a sales point of view and make the common

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The Responsible Down Standard

Blog Post: Jackmans Reinvention

Online Businesses Started Up From...

Loblaws Sustainability: Reducing...

Blog Post: Where Do We Go From...

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Target Article

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mistake of associating retail with low wages, monotonous

tasks, and a confined environment. For the average person,
it is hard to believe that one could make a career out of retail.
It is difficult for a customer to see beyond the initial point-ofcontact that they make with a sales associate in a store, and
consider the various operations that retail entails of.
There are many career paths in the retail industry, and one
can incorporate their skills and interests to create a unique
career. The great thing about the Retail Management program
at Ryerson University is that it encompasses all aspects of
management and equips students for the retail industry by
providing them with knowledge and hands-on-experience.
What are some of these options? A methodical thinker that
enjoys strategic planning such as moving objects from point A
to point B may consider a career in Logistics or Supply Chain
Management. Finding the most efficient way to move products
to the store is a prominent challenge in retail. A position in
merchandising, marketing, or designing may captivate those
who want to utilize their creativity. Those who enjoy numbers
may consider a career in Buying or as an Analyst. What about
the product? It has to come from somewhere. Operations
Management and Industrial Engineering (manufacturing) are
for those that want to transform raw materials into products.
Those who love interacting with others may enjoy human
resources and customer service on a corporate level. Then
there are always those entrepreneurial individuals that find a

niche in the market and start their own business.

Many businesses have most of these departments listed above,
which gives the worker an opportunity to move horizontally and
vertically in the organization. One may move up the corporate
ladder, or transfer to a different department. Advancement
in the retail industry is rapid, so dont be surprised if a sales
associate (with hard work of course!) attains a superior position.
Canadian Tire, Wal-Mart, Costco, The Home Depot, and TJX
are all examples of successful retailers thriving in todays
market. This just goes to show that the opportunities in retail
are extensive, and do not only comprise of selling garments.
Retail ranges from electronics, apparel, grocery, furniture,
appliances, cosmetics, automobiles, and more.
As the retail sector is growing and becoming a vital sector in
the economy, it is imperative to recognize its development in
the business industry. Websites such as the National Retail
Federation have been founded to provide information and
raise awareness about the retail industry. The website features
a career centre that highlights the different careers in retail,
and provides scholarships for those who wish to pursue it.
It is evident that the retail industry is by no means limited in
opportunities. A plethora of positions exist that can be modified
to suit ones unique interests and passions. Retail has proven
to offer not only part time jobs, but lifelong career paths.

ABOUT THE WRITER

Crystal is a fourth year Retail Management student and a lifelong learner of all things artistic. Her hobbies range from sketching, to cooking, to
writing poetry. She aspires to work in the marketing field and is working towards expanding her not-for-profit organization.

High-Profile Retailers Hit by Data Breach

B Y: H A R L E E N G U R AYA

Canadian retailers are driving more money and resources

into the battle against cybercriminals to ensure corporate and
consumer data safety.
Security budgets are increasing while firewalls are
strengthening, as concern over possible attacks on computer
systems and POS systems intensify.
Online criminals are a step ahead of many IT professionals.
Cybercriminals steal credit and debit card information while
trying to get consumers to reveal their passwords. It can very
costly to investigate and fix these issues in company computer
systems. According to Ponemon Institutes latest study on data
breaches, the average total cost of a data breach increased
by 15% from 2013 as it jumped from $3.1 million to $3.5 million.
Based on the recent breaches at Target Corp. and Home
Depot Inc., security on consumer information is more on the
radar than it has ever been. The problem is that only 38% of
companies have established methods to prioritize security
investments focused towards risks.
In September, Home Depot announced that their payment
system has been breached of customer information across
Canada and United states, which impacted 56 million cards.
This is significantly larger than Target that impacted 40 million
F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

cards during their security breach. The breach was a result

of malware designed by hackers to invade the companys
security procedures. Once entered the security, hackers were
able to collect and spy on customer payment information from
the registers memory and send customer data overseas.
Customers were less angry about Home Depots security
breach than Targets breach. The senior management team at
Target did not handle the breach very well and it took a hit
to their reputation. First of all, Target took an entire week to
address customers after learning about their security breach
while Home Depot took action within a day of knowing their
security breach. Second, the data breach hit Target at the
worst possible time of year, which is during the holiday season
PA G E 2

while Home Depot experienced the data breach in September.

Unfortunately, Target experienced more consumer backlash
due to its holiday timing and management mishandling.
Although customers are concerned about data theft, research
shows that half of those who experienced a data breach
will continue to shop at retailers during the holiday season.
Retailers need strong security, a plan for comeback, and a
strong leader as a chief information security officer to mitigate
costs in the future.
Retailers need to take effective measures to keep their
customers financial information safe from cybercriminals.

Majority of retailers have customer data spread throughout

multiple locations from corporate offices to retail store
locations. It is important for retailers to know where customer
data is being handled. Also, retailers must encrypt all data
including customer information that is archived on servers and
forgotten about to prevent data theft. By using technology
such as monitoring softwares, retailers will have a clear
understanding of how customer information moves through
infrastructure and whether it is encrypted. By partnering with
security vendors retailers can join security experts and leave
security management to specialists while they focus on whats
important, keeping customers happy.

ABOUT THE WRITER

Harleen is a passionate fourth year Retail Management student at Ryerson University. Harleens interests include retail real-estate, market and
statistical analysis. When Harleen is not at school or work, you will find her trying new foods, volunteering at charity events, and shopping.

until this past summer that I realized the full role China plays
on the global stage of retail; it is the biggest consumer
market in the world with many untapped opportunities.

TO CHINA AND BACK IN 14 DAYS

B Y: I R E N A R A D E VA

Have you ever been fascinated by the beauty of your

surroundings that you feel like you are having a dream
that you would never want to wake up from? I have for the
entire 14 days in the ancient, yet modern; conservative, yet
liberating; far in kilometres, yet close to the heart, cities of
China.

Chinese people always have a saying: The further the guest

comes from, the more dear they are. We felt the full reality of
these words. We were always welcomed and every institution
that we visited was well prepared in advance for our Ryerson
delegation. In 14 days, we managed to visit over 40 leading
retail and manufacturing corporations, governmental and
educational institutions including VICUTU, Shoppin.net,
Wensli, Mclon, NetEase, Ermenegildo Zegna, Canadian
Chamber of Commerce in Shanghai, Tongji University, and
much more. I personally learn from experience and thus, such
a trip was both pleasurable and educational. Witnessing the
progress of successful Chinese businesses, I believe that
the West will benefit from treating China more as an equal
partner and less as simply a manufacturing ground. China
has so much to teach and give to North America.
However, the highlight of the trip was climbing The Great
Wall of China. If history could be touched, it would feel like
the stones of The Great Wall. If history could be smelled, it
would have the scent of the air of the Great Wall that not

I was raised in a post-socialist country where although

borders were physically open, the mentality and social
acceptance for travelling the world were quite absent. Visiting
Asia was never part of my dreams simply because I could not
even imagine it as a possibility. In my mind, challenging this
subconsciously established habitus and developing myself
through widening my horizons were the reasons why I chose
to apply for the Asia-Pacific Experiential Study (RMG917). The
course is offered once every two years as part of the Retail
Management program at Ted Rogers School of Management
and it examines market conditions, consumption patterns,
retail formats, and sourcing opportunities in China through
a mix of in-class learning components and a two-week study
trip to China. I have been studying retail for three years, as
well as working in retail throughout my life; however, it wasnt
F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

PA G E 3

For those of you who will be retail management students

at Ted Rogers School of Management in 2016, I sincerely
recommend that you apply for RMG917 for the unique
opportunity to start exploring the diverse and colourful global
world of retail. Speaking to anyone in the Retail Office on the
third floor of Ted Rogers School of Management would be
your first step towards developing a better you. Our school
has a ton to offer for those willing to discover!

only empowers but also excites you with its majesticity and
broadness.
Not only did we enrich our knowledge of the Chinese retail
environment and our cultural competencies during the
trip but also had an unforgettable time. We experienced
firsthand to what extent Chinese people admire our looks,
and how much our diversity attracts and fascinates them. We
were the Canadian celebrities on the streets of China. As
we were taking pictures of important landmarks, they were
doing the same of us Good times!
ABOUT THE WRITER

Irena is a graduating award-winning retail management student with over 10 years of experience in culturally diverse retail environments. She is an
outcome focused, discipline driven person, very passionate about Supply Chain and Corporate Social Responsibility. Believing that travelling is the
best teacher, Irena has set her eyes on making her way to every single corner of the world as part of her personal and professional development.

Personalization in the Retail World

B Y: TAY L O R D A W S O N

With the prevalence of technology in our lives and the growth of

globalization, consumers are presented with an overwhelming
amount of choice when it comes to purchasing a product or
service, while companies are faced with intense competition.
One way that retailers can obtain and maintain their customer
base is by incorporating personalization into their products or
services, which is something weve seen a lot of lately.
Personalization can intrigue customers in purchasing, but
also make it easier for them to do so. Technology allows
companies to tailor their service to a particular customer, while
even predicting what they will want in the future. For instance,
retailers collect POS data in-store and sign up a customer for
an email newsletter through the checkout at cash, or online
through a loyalty program. Customized coupons are sent to
customers, which reflect what purchases they have made in
the past, encouraging them to repurchase again by using a
discount; a tool that Shoppers Drug Mart, among others, use.
This is much more effective, than say, recommending products
based on what a customer has purchased, as it is also directed
to every other customer who has purchased that same

product. For areas that technology doesnt address, tools

such as market research and surveys are used in improving
personalization.
Collecting useful customer data is key in creating a personalized
experience, as well as accurately targeting advertisements.
Technology does this through, as mentioned, POS data and
recording online purchases. However, there are some disputes
around customized advertisements. Companies are able to
collect all kinds of customer data to use in targeting the ads,
which can worry consumers as too what kind of information
they have access to.
Addressing and eliminating this privacy issue from their
business are ways that companies are avoiding the negative
aspects of personalization. For example, Apple recently
claimed that privacy rights are protected because they benefit
from product sales instead of ads. CEO stated, Our business
model is very straightforward: We sell great products. We dont
build a profile based on your email content or web browsing
habits to sell to advertisers, in an effort to stay unrelated to
the controversy.

ABOUT THE WRITER

Taylor is an ambitious fourth year Retail Management student seeking to start a career in fashion, advertising, or retail brand management. On her
free time she loves cooking and browsing through fashion blogs, as well as reading about current trends in the Canadian retail market.

F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

PA G E 4

course Uniqlo has now announced its entry into Canada they
had a great co-promotion with MOMA creating very exciting
merchandise using Warhol and other artists work.

Tales from New York

The annual trip to New York City in January to attend the
National Retail Federation (NRF) Conference is always a
highlight of the year for me. Most notable is the time spent
with a group of fourth year retail management students
seeing the city and the conference from their point of view
helps inform my approach to the Issues and Innovation course
I teach in the winter semester.
New York is at the top of most peoples lists as the dynamic city
to experience what is trending in retail today. This year was no
exception! The students, Sean Sedlezky and I were taken on
a store tour, lead by retail brand/design experts Joanne Balles
from Jackman Reinvents and Megan OFarrell. Some of the
significant trends continuing to dominate in NY
On-line expanding to Bricks and Mortar yes there is a
reverse route to Omni Channel retail as successful e-retailers
find a reason to have physical presence in building their
brands. Birchbox is one the latest to open on West Broadway,
joining Piperlime and Warby Parker in Soho.
Curated Retail Story on 10th Ave is a must see for how a
retail store can keep its energy and customer engagement
by re-inventing its merchandise offering every 3 to 4 months.
I understand the students had a behind the scenes look
when a Story employee allowed them into the store (closed
to transition the merchandise over) and explained what was
happening. The new Story Well Being.
Bespoke By far this is a big trend focusing in on the customer
as an individual who wants that level of interaction with a
retailer - and not just for mens suits. The most exciting was
the store, 3 x 1 Jeans on Mercer Street. Once your personal
measurements are done you customize the colour, weight and
style of denim, as well as pockets, buttons etc. The tailors are
there in the store so you can watch the product in production.
At $1500 for the first pair of jeans, not for everyone but we
heard Levi announce they are testing something similar so the
trend is on the move.

Of course the reason for going to New York in January is to

attend the National Retail Federation Conference Retails Big
Show 2015 with the theme Big Picture. Its difficult to describe
how immense the show is but with 30,000+ attendees from
around the world there is a lot to take in. The main highlights
are keynote speeches this year a panel of leading athletic
executives such as the NBA and NHL talking about how they
use big data to ignite the passion of their fans and how that
could translate for retailers igniting their customers passion.
Dr. Ben Barnanke, former head of the US Federal Reserve
talked about the world economies and some of the challenges
that still exist to establish stable economic growth.
The conference offers many seminars that this year focused
heavily on technology and its impact and opportunity for
retailers. The Tech Expo is a major part of the conference and
Norman Shaw again provided an excellent road map for the
students through the labyrinth of technology companies. As
well the NRF has been building a significant student program
with the view to engaging the future leaders in retail. Our
students attended some of the sessions and can share more
of that experience.
The NRF has also made a commitment to building the profile of
retailing careers and has gone on the road taking a Retail Road
Trip across America to find powerful retail stories that show
how retailers create careers, drive innovation and give back
to their communities. I applaud this initiative and would love to
see something like this in Canada.
It has been my pleasure to host a dinner for the students
and faculty each year and again this year we returned to
Otto Pizzeria, one of Mario Batalis restaurants. For me this
is really about time to talk with the students about retail, the
NY experience and our great retail school. I always learn
something from the students perspective that helps me
prepare for my course.
Thanks to the students who organized another successful NRF
trip this year. All the best to everyone in 2015.
Dr, Elizabeth Evans
Associate Professor, Ted Rogers School of Retail Management
Associate Dean, Ted Rogers School of Management

Multi-nationals and Brand Extensions H&M has two new

store concepts COS and & Other Stories. Both stores are very
exciting, each speaking to a different consumer segment; still
expanding in the USA and hopefully coming here soon. And of
F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

PA G E 5

NRF 2015
The National Retail Federation (NRF) is the US equivalent of
our Retail Council of Canada. Each year, the NRF holds an
Annual Convention & Expo, nicknamed Retails BIG Show.
The 114th BIG Show was held January 11-13, 2015.
For the past seven years (NOTE: Liz Evans can tell you exactly
how many years), twelve fourth year students from the Ted
Rogers School of Retail Management have been selected to
attend. This year, they heard keynote addresses from: the
President of Levi Strauss Brands, who spoke how Brick is
the New Black, where he described how the physical store is
competing head-on with on-line retailing; and they heard Ben
Bernanke, the past chairman of the Federal Bank of USA, who
gave his personal story of the financial crisis of 2008.
In addition to the many speakers there is a large exhibition
hall, bigger than our Metro Convention Centre. The majority
of the booths are technology vendors and for a first time visitor
the floor is overwhelming. Where to start? What to ask? How
to navigate through the aisles? For twelve students, the task
is daunting. They need a guide. And that is where I come in.
Prior to joining the Retail School, I worked in the retail industry
helping retailers enhance their operations through technology
and I am familiar with many of the companies who are
exhibiting. During the day, I spend time walking up and down
the aisles, seeking out vendors who have something new to
show. Recognizing that it is impossible to cover all angles,
I select a few interesting companies and at a pre-arranged
time, I meet up with our twelve students and we start our tour
around the floor.
We visited the NCR booth, where they showed us how RFID
tags can be used to indicate where each item is located in the
store. They also showed us a neat application that tracked
where your eyes were looking when viewing images on a TV

The Responsible Down Standard:

Committing to Ethical Sourcing
B Y: E M M A T H O M S O N

With winter well on its way, do you know where the down in
your winter jacket comes from?
The retail industry has long faced opposition from activists
protesting the inhumane sourcing of animal materials, including
down feathers from waterfowl. Many consumer goods that are
manufactured for the winter season include the use of down or
feathers for added warmth and quality, as down is one of the
warmest materials in existence.
There are currently no synthetic substitutes that are of as
high a quality, and therefore down will continue to be used in
products for the foreseeable future. This is why the Real Down
Standard (RDS) is so crucial.
The RDS aims to help the retail industry source down and
feathers from birds that have not been unnecessarily harmed
F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

monitor. The software knew when you were spending more

time staring at one image, and you would then be shown more
details about that product.
We visited the eBay booth, where they had a mock up of the
Rebecca Minkoff store in Soho. They have installed a live
mirror, where the customer is able to tap on the mirror, order
items, change the lighting and request different sizes from the
sales staff.
There were many exhibitors showing off tablets, such as iPads,
that can be used by the sales staff to enhance the customer
experience. They can see past purchases, find out what is in
stock and complete the sales via a credit card.
Demandware demonstrated its software, which empowers
retailers to execute their omni-channel merchandising and
marketing. There is a single view of the inventory and the
customer, regardless of whether the channel is on-line or the
physical store. This booth was very popular with the students,
because they had a chocolatier covering cookies with fresh
chocolate. Delicious!
Near the end we were all pretty exhausted. It is tiring to
be on your feet all the day, on a concrete floor, listening to
presentations. Our final stop was at Manhattan and Associates.
They demonstrated how their software leverages the supply
chain, enabling customers to order in store and receive at
home. The highlight of their booth was their mentalist Bob
Gerner, who attracts the crowds by performing incredible feats
of the mind. Some of our students were selected as aids, and
Bob then proceeded to read their thoughts. Phenomenal!
In short, we had an exhausting, educational and entertaining
time at the BIG Show.
Norman Shaw
and provides a system where the materials can be traced back
to their source through the supply chain. The Standard was
launched earlier this year by the Textile Exchange, a non- profit
organization concerned with sustainability and responsibility
in the textile industry.
In order to be certified, the supply chain as a whole (from
farms and hatcheries to warehousing and assembly) will be
audited to ensure compliance with the standards outlined by
the Textile Exchange. Requirements for certification include
no live-plucking, adequate housing and feeding of birds, and
verification of down storage to prevent contamination with
non-certified feathers.
Anne Gillespie, director of industry integrity at Textile Exchange,
feels strongly about the RDS and its growing retail affiliations:
As more brands adopt the RDS, it will bring improved animal
welfare conditions and better traceability in the down supply
chain at a much larger scale than any one organization or one
supply chain could accomplish alone.
Many retailers, such as H&M, Eddie Bauer and The North Face,
PA G E 6

have already partnered with this initiative. The North Face has
committed to using 100% RDS certified materials across all
product segments by the end of 2017.
So what is the difference between certified and uncertified
feathers?
In terms of quality, nothing. But with the growing demand for
ethically sourced materials, retailers must listen to consumers
and incorporate the RDS into their products. The benefits of
the Standard are immense and they will help to advance the
cause of ethical and sustainable sourcing.
The RDS will also help raise awareness of the issues surrounding
the sourcing of down and feathers as many consumers do not
know the true origins of their products. Consumers can be
assured that the products they are purchasing are responsibly
sourced when their clothing bears the symbol of the RSD.
product. For areas that technology doesnt address, tools
such as market research and surveys are used in improving
personalization.

Collecting useful customer data is key in creating a personalized

experience, as well as accurately targeting advertisements.
Technology does this through, as mentioned, POS data and
recording online purchases. However, there are some disputes
around customized advertisements. Companies are able to
collect all kinds of customer data to use in targeting the ads,
which can worry consumers as too what kind of information
they have access to.
Addressing and eliminating this privacy issue from their
business are ways that companies are avoiding the negative
aspects of personalization. For example, Apple recently
claimed that privacy rights are protected because they benefit
from product sales instead of ads. CEO stated, Our business
model is very straightforward: We sell great products. We dont
build a profile based on your email content or web browsing
habits to sell to advertisers, in an effort to stay unrelated to
the controversy.

ABOUT THE WRITER

Emma is a passionate Retail student graduating in Spring 2015 with a minor in Law. She loves working in management and store operations and
cannot wait to start her career. When not at work or school, Emma can be found at a yoga studio or in her kitchen attempting the latest Pinterest
recipe.

helps retail businesses reinvent themselves to jump back

into the competition.
Why do we need to reinvent ourselves?
Every newcomer that enters the retail market will need to
learn how to keep up with the change, may it be students,
workers, or businesses. The growth in technology has
made everything in the market about speed. Things are
changing faster than before and businesses must find a way
to match the ever-changing speed. Joe Jackman put things
into perspective as he explained the average life span of
companies have been declining fast:
In 1958, the average life of a company was 62 years
In 1978 it lasted 36 years
In 1998 the average was 25
Today it is 18 years
In 2028 it will become 13 years.

Jackmans Reinvention of Inventions

B Y: J A M E S T R A N

Have you seen many retailers disappear over the years?

How do retail companies stay competitive against one
another? A business can only remain by having continually
returning customers. To keep that going, businesses will
need to constantly reinvent themselves to give a new fresh
look for customers. Joe Jackman, the founder of Jackman

F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

With the new generation, businesses will need a better

look in how to reach their audiences and adapt to the rapid
advances in technology. Joe Jackman also explains how
long it takes for a technology to reach 50 million people:
Radio: 38 years
Television: 13 years
Internet: 4 years
Angry Birds App: 35 days
How do to it:
Firstly, Jackman defines reinvent as the continuous and
rapid remaking of a business into the most powerful version
of itself through engagements.

PA G E 7

Reinvention can be done in four principles:

1. Get and stay outcome-focused: This is where you make
your goals and strategy and plan how you will achieve them.
2. Balance facts and feelings: Combining a team with a
variety of ways of thinking can benefit a business. Some
people think with the right side of the brain, you must use
the left to see the solution as a whole.
3. Collaborate to engage and align: Having people engaged
will make them feel like they are apart of the project and
care for it.
4. Make speed an ally: Require change to continually move
up the ladder. Sometimes moving at a fast pace can help get
past barriers that you want to reach
The brand life cycle is typically goes from: Start > Growth >
Maturity > Decline
Jackman helps businesses reinvent themselves from the top
of the growth stage and continually do so until they reach
their goals. Jackman supports businesses in a variety of
ways: research and insight, management consulting, 360
degree customer experience design, brand strategy and
marketing.

Some of the companies they assisted in succeeding are:

Hertz, Duanereade, Walgreens, Rexall, Beer Store, FreshCo,
and many more. Click here for more details on how they
helped each company.
Retail students and other students who plan to enter the
retail industry will need to learn about the pace of this field.
This generation is shortening businesses lifespan and old
businesses models cannot keep up. Companies will need to
continually find a way to reinvent themselves to appeal the
economy to keep customers happy.
If you are a creative thinker and bold you can apply at
Jackman for an excellent experience working with many
different retailers in the field.
Dont forget to check out TRSMs social media channels:
1. Twitter: @Ryerson_Retail
2. YouTube: RU School of Retail Management
3. Facebook: Ted Rogers School of Retail Management

ABOUT THE WRITER

James is a retail management student who has been in the retail industry for his entire life. Supporting the operations of his family store has helped
him gain the drive of outcome focused and customer satisfaction. He believes that with the support of retail education will help him develop his
drive and push him further.

Online Businesses started up from Home

send them to your very own online storefront.

B Y: R A M I M A R B A I N

As technology advances, more people are moving to online

stores as they search for products. This allows for inspiring
entrepreneurs to reach new customers and emerging markets
without ever having to step outside. This has made it easier
than it has ever been to sell a product online and create

Ever thought of starting your own retail business? Maybe you

have a product you love to make and people always ask you
Where did you buy that? Well if you take advantage of the
increasing trend of customer to customer business, you can
F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

PA G E 8

ones very own e-commerce venture or even a full-time retail

storefront online.
In recent years, customer-to-customer marketing has
increased in popularity with a focus on more unique, custom
made products. To eliminate the middle man and reduce price,
customers can now directly contact sellers. From this market
emerged a wide variety of products one can often find on sites
such as eBay, Kijiji, or Etsy. This market has many advantages:
first, sellers can reach international customers and greatly
increase their target market. With a focus on online sales.
everyone with an internet connection can potentially be your
customer. Another advantage is that the actual buying and
searching process is simplified by search programs and online
transactions.

excerpt is extracted from their website, Etsy is a marketplace

where people around the world connect to buy and sell unique
goods. Our mission is to re-imagine commerce in ways that
build a more fulfilling and lasting world. These websites have
grown rapidly. Etsy was founded in 2005 and ever since, grown
to over 40 million members with $1.35B in 2013 merchandise
sales. There is a huge market for unique handmade products
that people with a talent for building, crafting, welding, painting,
and many more can take advantage of.

There are a few problems with jumping straight into this

business. There is a lot of competition in the marketplace as
anyone can buy and sell the same or different product from
across the globe at a more competitive price. Also, most
people dont have experience running their own business or
website. Thats where sites like Etsy.com come in handy. This
ABOUT THE WRITER

Rami Marbain is an enthusiastic 4th year Retail Management student with a passion for research and market analysis. When he is not at school or
work you will find him indulging in his hobbies including music, hiking, or surfing the net.

Loblaws Sustainability: Reducing Weekly

Flyers
B Y: M A R I U M H U S S A I N

On May 3rd, 2013, Loblaw introduced its revolutionary

loyalty program to the Ontario Banners, PC Plus brand. This
program has been designed as a digital platform that provides
customers personalized offers for their purchases. The
program records what products the customers buy, what they
choose to redeem and eventually compiles this information to
execute a customized experience for the customer.
Over the existence of the program, the loyalty card
has been launched throughout their national banners and just
recently on September 22, 2014, the program expanded into its
discount franchises such as No Frills. To add to the customers
convenience, those who already own a PC MasterCard or
Interac card were able to link the loyalty card to eliminate an
extra step in their purchasing process.
With such staggering growth, people are curious as to what
Loblaw has in store for the future. Simply put, former president
of Loblaw, Vicente Trius states, Its about being able [to], in the
future, to eliminate all of our paper flyers, and be only digital.
To some, this may be of shocking news. Although it appears
that many customers look forward to reading a physical flyer,
Loblaw has noticed that many consumers have and if not, are

now shifting to the digital world when researching about their

purchasing decisions. With that in mind, Loblaw is looking
forward to reducing and eventually eliminating the distribution
of weekly flyers for environmental, economical, and consumer
preference reasons.
Loblaw has always valued respecting the environment, and
what better way to do it than to reduce paper wastage?
Loblaw first began with the Loblaw Insider flyer; this flyer was
distributed to homes all across the nation. With their green
initiatives in mind, Loblaw has stopped distributing the flyer
and only distributes them as per request. Given the success
this idea brought, Loblaw anticipates the same success from
their weekly flyer distributions.
With this in mind, the future looks bright for Loblaw. Eliminating
the distribution of flyers can be cost effective; yet, Loblaw
would also now be able to tailor to specific consumer demands.
As Kenric Tyghe, retail analyst at Raymond James, states Our
grocery promotional landscape is in the relative dark ages. The
PC Plus program is currently offering customers personalized
deals on products, and even offering recipes based on their
purchasing habits. With deals and points to redeem on a
purchase, Loblaw is making it awfully difficult to say no to a
free PC Plus Card and extremely easy to say bye to flyers.

ABOUT THE WRITER

Marium is a fourth year Retail Management student whose interests include Merchandising and Marketing. She has an avid interest in fashion and
a love for all things competitive. She looks forward to building her career in the retail industry.

F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

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program. For example, many of the classes involve group

projects.
Many opportunities to work with major retail companies
and provided with real life business case projects.
How did you market yourself against graduates from other
competing universities?
Build a brand for yourself online, and develop a strong
LinkedIn Profile. This is extremely important because
employers can recruit candidates using LinkedIn.
Focusing on having a strong work ethic and thinking
innovatively.
Being able to clearly communicate with people from
different departments.
Knowing how to ask questions and in the right way.
Take risks in decision-making.

Where Do We Go From Here?

B Y: M O N I C A M A U C E R I

Four Ryerson Retail Management alumni spoke to the

RMG 801 class about their current careers and shared their
insights into developing a personal brand image. The alumni
were very diverse in their career paths, and consisted of
entrepreneur positions as well as head office positions at
Target, Staples and Lowes. The alumni shared valuable
advice about their career endeavors in the retail industry.
A 4th year retail student interviewed the alumni and asked
very compelling questions.
Here is a quick summary about the intriguing discussion:
Is there anything that you got from the retail program that
youve realized is a competitive advantage in the industry
and how did you market it?
The internship program at Ryerson was extremely beneficial
because it immersed students into the retail industry and
provided them with an idea of a career in retail.
The Career Centre at TRSM helped to develop interview
skills and improve their resume profiles.
The Retail program fosters critical thinking about the retail
industry. Professors encourage critical thinking and analysis
of retail businesses. For instance, many of the classes
incorporate current news and research of the retail industry
to provide students with more knowledge about current
events.
Students take a variety of different courses that help to
develop stronger skills in other courses such as HR (Human
Resources), marketing and supply chain management.
Many opportunities to take on leadership roles in the retail

Looking back at the initial job hunt, is there anything you

know now that you wish you knew before?
Travel as much as possible before starting your career.
Taking risks and accepting failure is very important because
you can grow from your failures.
Take time to reflect on your career goals and form a plan
to use as a guide.
The interview experience is very valuable. Even if youre
not interested in the position, accept the interview!
Apply for a job even if you do not completely meet the
requirements. For example, often companies will post a job
ad requiring at least 5 years of experience - apply anyways.
We have a lot of resources on campus for rsum advice,
career counseling etc. What are the resources available
to you when you start your career as alumni? Are there
groups/association mentors that you go to?
Subscribing to retail article websites such as shop.org
these articles are very insightful and helpful.
Trade shows are amazing resources because it is a great
opportunity to learn more about the retail industry, test your
strengths and skills and have conversations with vendors.
Using LinkedIn to build a network and connections with
people that may be resourceful in the future.
Attending industry events such as Retail Week at Ryerson
University.
The Retail Ryerson Alumni Association is an incredible
resource that provides alumni with opportunities to increase
their network.
Overall, this insightful discussion provided 4th year retail
students with very valuable information about beginning
their careers in the retail industry!
Check out TRSMs social media channel for all new updates:
1. Twitter: @TRSMryersonU
2. Facebook:/TedRogersSchool

ABOUT THE WRITER

Inspired by fashion and style, Monica is finishing her final year at Ryerson as a retail management student. After studying abroad in Scotland, she
is excited to finish her final year and begin starting her retail career in the U.K.

F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

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Target Canada Article

B Y: D E V O N K L A A S

This months announcement from Target Canada, on their

decision to wrap up operations has been met with a wide
range of emotions from the retail industry and Canadians.
Ultimately, it was an executive decision that Target Canada
would not be able to turn around a 2.1 billion dollar loss. 177
stores will be closed by May resulting in 17,000 retail jobs lost.
While many are labeling this a Retail Case Study for years to
come, analysts and consumers have all weighed in with their
take on why Target wasnt the success it was lined up to be.
The morning I found out, I was gutted. I interned for Target
in the summer of 2013, the same year they began opening
up stores. On the Store Replenishment Team, team members
were literally on the front lines, liaising between the stores
and buyers; if there was a stock issue, they were there
troubleshooting - and oh were there issues. I saw analysts
doing everything within their scope to make things work, but
having to work within the confides of what their processes and
systems allowed them to do.
Target Canada was going to be a spectacular achievement or
a total bust. Their entrance into Canada was a time sensitive,
a seized opportunity. As retail students were drawn to the
industry because of the constantly evolving, fast-pace in which
the industry must move, its an industry that NEEDS innovators
and risk takers, which all sounds exciting but for many of us,
barely begun our careers, it is a first lesson in failure. Taking

risks can be rewarding, very much so, but they arent risks
without the potential to be devastating.
The reaching affect of Target pulling out is uncertain but
certainly will be far reaching. We have the vendors who have
done business with Target left in limbo with contracts, and
product to fill stores with. The question of all that soon to
be vacant retail space across the country, likely to be cherry
picked by retailers interested in growing their store numbers.
And of course, the 17,000 Target team members in stores,
distribution centres and offices coast to coast that are coming
to understand the company they believed in, and invested in
has closed operations. As quickly as those jobs were created
they are gone, I suspect this will be particularly devastating
in smaller towns where there will be less retail jobs to absorb
these part-time and full-time workers across the country. I
met spouses at Target Canada who worked together at head
office, I think of them and how difficult this must be, I think of
my peers who choose Target as company to learn and grow
with as a first job in their career path. How we truly understand
how rewarding but volatile a career in retail can be. Business
decisions are made in organizations daily and in retail those
decisions always hit a bit closer to people. Exploring the
reasons Target Canada was not the success it was hoped to
be is a discussion that has been had over and over the past
few weeks. The lesson to be learned for retail students is
understanding the industry a little better, knowing risks have
to be made but knowing the cost, in dollars and human capital
and doing your best as leaders to make the rights decisions
and put forth your best effort to lead.

ABOUT THE WRITER

Marium is a fourth year Retail Management student whose interests include Merchandising and Marketing. She has an avid interest in fashion and
a love for all things competitive. She looks forward to building her career in the retail industry.

F E B R U A R Y E D I T I O N , V O L . I I / / R E TA I L I N S I G H T

PA G E 1 1