Canadian Tire just launched the digital version of its famous money, but the physical bills that have been around since 1958 are sticking around too.

According to Rex Lee, the vice president of digital technology at Canadian Tire, that’s all part of the strategy that while digital is important, so is the old bricks and mortar retail locations that customers know and love. Lee doesn’t see marketing as an either/or approach, but rather on a spectrum from physical to digital – and every organization will fit in somewhere on that spectrum in a way that’s right for it. That’s why Lee has come up with the term “phygital retailing” to explain his philosophy.

Learn more about Canadian Tire’s strategy to tie its loyalty program into its mobile app in this video interview with Lee. Just hit play on the video above.

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