Canadian Tire opens new "urban" location
New store caters to the Beach-Riverdale customer
November 1, 2007 04:03 PM
JOANNA LAVOIE
You know you're in the Beach when a new Canadian Tire and the neighbouring stores in the same plaza are doggie-friendly.
The new big box store, which quietly opened to the public two weeks ahead of schedule on Oct. 4 at the corner of Leslie Street and Lake Shore Boulevard, is all about catering to the needs and lifestyles of Beach-Riverdale residents.
From an oversized bicycle department, to a shoe and apparel section and a significant lighting and home decor area featuring the new line of Debbie Travis furnishings, the new 70,000-square-foot Canadian Tire store is designed to meet the needs of the downtown Toronto shopper.
This new "urban" location also offers wider aisles, customer assistance pagers throughout the store and a prominent all-terrain vehicle and motorbike display. The new store also has an oversized pet section, a 7,000-square-foot rooftop garden centre as well as a demonstration area for a solar system available for purchasing.
The building itself meets the Toronto Green Development Standard as it was built with locally sourced, energy-efficient materials and operates with environmentally conscious and sustainable features such as special energy reducing lighting and ventilation systems among other things.
Owner Peter Oliver said his new store is no longer just a place for men to congregate on Saturday mornings.
"We are actually appealing to the females because they're the ones (who) usually make the decisions when it comes to big purchases," he said.
"It's good for families and kids and people can bring pets into the store."
To further enhance the shopping experience, Oliver has equipped each department with a computer station so customers can order larger items while they're shopping and pick them up on their way out.
With 483 parking spaces for the entire plaza, Oliver said his goal is to provide more staff members to help customers find what they need and get on with their day as quick as possible.
Canadian Tire's re-focus on the customer is bringing in more business as the average sales per customer is up by 35 per cent for Toronto shoppers, said Oliver while hosting media tour of his new store.
Another way the new area retailer is connecting with local shoppers is by supporting fundraisers and events.
"We definitely want to be a big part of the community," Oliver said, noting he's already sponsored a few school fundraisers and festivals.
Sticking to the traditional definition of the Canadian Tire Corporation store, the new east-end location still has tools, plumbing, auto parts, hockey equipment and tires, however they're now more strategically located within the two-level store.
"Generally speaking, the products and they way they're merchandised in the store is 20/20," said Mike Arnett, president, Canadian Tire retail, referring to the concept of increasing a store's retail footprint at the expense of backroom space to increase sales.
"The difference is that certain products and departments meet the needs of the community."
Arnett said site requirements and available space in the new store is another factor in its layout.
"The property costs more so we have less space and need more efficient use of that space."
With the next closest Canadian Tire location at Victoria Park Avenue and Main Street, Arnett said the new location offers a great opportunity to better service the area.
Canadian Tire will celebrate the grand opening of its new Lakeshore-Leslie location from Nov. 1 to 4 starting with extended hours and special promotions.
On Friday, Nov. 2 from 6 to 9 p.m., SpongeBob SquarePants and his friend Patrick will greet shoppers from 6 to 9 p.m. while Dora the Explorer and Diego from Go, Diego, Go! will meet customers from noon to 3 p.m. on Sunday, Nov. 4. Also on Nov.2, Debbie Travis will take part in an autograph signing at 7 p.m.
On Saturday, Nov. 3, The Philosopher Kings will perform live at 2 p.m.
On Sunday, Nov. 4, the Purina McCann dogs will give a demonstration of canine sports at 9 and 11 a.m. and 1 p.m.
Shoppers can also try their hand at filling their pockets with fistfuls of Canadian tire money that same day from noon to 6 p.m. as they step into the "money" machine for 20 seconds.