Outdoor Living Brand: Canadian Tire's May Long Weekend
Canadian Tire's outdoor category lives or dies on May long weekend. The 11-month engagement was timed backward from that window. Every operational milestone keyed to the eight days that drive a disproportionate share of category annual revenue.
Growth in Conversions
Outdoor living brand needed Canadian Tire national distribution with seasonal float planning aligned to spring/summer outdoor peaks plus Triangle Rewards integration.
Content Optimization
MOART planned 2 seasonal floats with Canadian Tire merchandising, designed Triangle Rewards integration for repeat purchase, and added a Sport Chek crossover SKU for sister-banner reach.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Outdoor living at Canadian Tire concentrates revenue into one weekend. May long weekend (Victoria Day) drives the planogram. A brand that lands the season at the right facing density wins the year. A brand that misses gets discounted into the July-August stretch and never recovers margin.
Execution
We worked the calendar backward from May long weekend. Shipping lead-time on the patio components meant the Canadian Tire DC needed product by mid-March. Planogram negotiation had to close by January for the spring float. The Triangle CRM segmented offer build had to deliver to Canadian Tire's marketing team by February for app integration. The entire engagement was a chain of dependencies pointing at one weekend.
Sister-banner crossover to Sport Chek added a single high-margin SKU to extend reach into outdoor-active buyers who don't shop CT for outdoor furniture.
Project Results
11 SKUs across 487 Canadian Tire stores positioned for May long weekend planogram. 2 seasonal floats executed (May and August). 1 Sport Chek crossover SKU active in 142 sister-banner doors. May long weekend velocity hit 87% of the buyer's stretch target. The threshold that earned the brand a permanent floor-set commitment at Year Two.
Conclusion
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