Retail and eCommerce brands can differentiate themselves by delivering exceptional customer experiences across both digital and physical touchpoints. Reaching this level of omnichannel excellence has been a goal for most brands for years now but achieving it has proven difficult.

Thankfully, RONA offers retailers a glimpse into how they can drive results using a multi-pronged strategy.

RONA has transformed its customer experience through two key initiatives: implementing AI-powered search on its website and converting stores to the unified RONA+ banner. These changes have significantly improved online shopping, streamlined the brand experience, and positioned RONA as a digital retail leader in Canada's home improvement sector.

Here’s what you need to know.

RONA Receives an eCommerce Award for Digital Success

RONA recently won the "E-Commerce Experience" award from the Retail Council of Canada. This recognition highlights the company's success in digital retail, particularly its new AI-powered search tool.

"It’s a key step in RONA’s ongoing efforts to elevate its digital capabilities,” said a press release.

What makes this search tool special? Unlike old-fashioned keyword searches, RONA's system learns from customer behavior.

Specifically, it shows personalized results based on what each shopper is likely looking for. This smart approach has made finding products easier and more intuitive for customers.

The technology comes from a partnership with Constructor, a company specializing in product search solutions. The results speak for themselves:

• Search-to-product page conversion rates jumped by 720 basis points
• Overall search conversion rates improved by 25 basis points
• Customer satisfaction scores increased by 100 basis points

All these improvements happened within just three months of launching the new system.

Digital Transformation Beyond Search Thanks to Conversational AI Integration

RONA's digital evolution encompasses more than just search functionality. The company has made strategic investments in chatbots and conversational AI through the LivePerson Conversational Cloud platform. This has enabled more responsive customer service while simultaneously gathering valuable insights about customer preferences and behaviors. 

This comprehensive approach reflects an understanding that digital transformation requires integration across multiple touchpoints rather than isolated improvements.

The Benefits of Conversational AI

The benefits of conversational AI in retail are substantial and well-documented.

Research indicates that chatbots and virtual assistants now handle 68% of retail customer service interactions from start to finish without human intervention. That’s up from just 20% in 2019. 

These systems provide 24/7 availability for customer inquiries and deliver 82% faster resolution times compared to traditional methods, They even achieve 73% customer satisfaction rates for basic inquiries while reducing customer service operational costs by 47%.

For retailers, the implementation of conversational AI delivers multiple strategic advantages:

• Happier customers through round-the-clock support and personalized interactions
• Increased sales through personalized product recommendations and upselling opportunities
• Operational efficiency by automating repetitive manual processes
• Data-driven insights captured from customer interactions
• Scalability that can handle demand spikes without quality degradation
• A competitive edge through unique applications that differentiate the brand

The RONA+ Banner Strategy Unifies Brand Experience

In parallel with its digital transformation efforts, RONA has undertaken an ambitious physical retail transformation through its RONA+ banner conversion strategy.

Strategic Brand Consolidation

In 2024, the company announced the conversion of 19 stores, including 16 Réno-Dépôt stores, to the new RONA+ banner. This strategic move represents more than a simple rebranding—it creates a unified customer experience by making RONA the company's only brand for retail customers across Canada.

The RONA+ concept has been designed to serve both professional contractors and do-it-yourself enthusiasts. It offers an improved home improvement experience with increased product selection, dedicated spaces for popular brands, and significant improvements in key departments. 

The banner features enhanced kitchen departments with expert guidance and professional installation services, exclusive DEWALT spaces showcasing over 100 new products, and Tilley Tuff exclusive clothing sections dedicated to durable workwear.

Measuring Success and Impact

The conversion strategy has demonstrated tangible results across multiple metrics.

RONA recently celebrated the successful conversion of 15 additional stores to the RONA+ banner. According to a report by Hardware Retailing, RONA’s leadership noted that "stores that have been converted across Québec and Canada are flourishing.” 

"The enthusiasm for our brand in recent months is a testament to our efforts, and this makes me very proud,” said J.P. Towner, president and chief executive officer of RONA Inc.

The RONA+ format offers customers infinite possibilities through an amazing stylish assortment, lower prices on thousands of products, and expert advice available in stores. This comprehensive strategy addresses the evolving needs of modern home improvement shoppers who expect both product variety and professional guidance in their purchasing decisions.

Leadership Choices Are Driving Customer Experience Transformation

RONA has also made smart choices when it comes to its leadership selection, with some leaders driving significant improvements in its customer experience strategy.

For example, Catherine Laporte was promoted to Senior Vice-President of Marketing and Customer Experience in February 2024 and has played a key role in these transformations. Her background in marketing and eCommerce from previous positions at the ALDO Group and DAVIDsTEA gives her valuable insight into creating experiences that connect online and in-store shopping.

Under Laporte's leadership, RONA has received significant recognition for its marketing efforts, such as the following:

• Gold in the Integrated Web Campaign category at Strategy Magazine's Marketing Awards
• 18 recognitions at the Idéa Awards, including two "Grand Prix" awards

These achievements highlight RONA's commitment to innovative marketing that supports its broader business strategy.

Lessons on Customer Experience for Other Retailers

RONA’s example offers multiple lessons for other retailers. Here are just a few to take home:

The Power of Integrated Touchpoint Optimization

Successful digital transformation requires addressing multiple touchpoints simultaneously to create cohesive, omnichannel experiences. The goal is to eliminate friction between channels so customers can shop how and when they want, without having to constantly identify themselves or submit more information. 

When retailers optimize individual touchpoints in isolation, they often create inconsistent experiences that confuse customers and undermine brand loyalty. 

Instead, retailers should focus on building unified experiences. Each experience should maintain visual consistency, synchronize data, and enable seamless transitions across all customer interaction points.

Strategic Technology Partnerships vs. In-House Development

The second principle highlights the critical importance of the "build versus buy" decision in retail technology. 

Technology partnerships enable retailers to leverage proven solutions, reduce implementation time from months to weeks, and access ongoing innovation without the burden of maintaining internal development teams. These collaborations also provide access to specialized knowledge that would be cost-prohibitive to develop in-house.

Notably, this allows retailers to focus their internal resources on core business competencies while benefiting from cutting-edge technology solutions.

Data-Driven Decision Making Through Comprehensive Measurement

The third lesson is that robust measurement frameworks are necessary to connect customer experience metrics directly to business outcomes. Successful retailers are moving beyond traditional vanity metrics to focus on revenue-driving KPIs such as conversion rates, average transaction value, and customer retention rates. 

This approach requires implementing real-time feedback monitoring systems that enable dynamic improvements to customer experience as they unfold. By establishing clear measurement protocols and regularly tracking performance indicators, retailers can make data-driven decisions about future investments and quickly identify which initiatives deliver the strongest return on investment.

Key Insights

RONA's approach offers valuable insights for other retailers:

1. Address multiple customer touchpoints at once rather than making isolated improvements
2. Partner with specialized technology providers instead of building everything in-house
3. Measure results carefully to guide future improvements

By tracking specific metrics like conversion rates and customer satisfaction, RONA can make smart decisions about where to invest next.

RONA Setts New Customer Experience Standards

RONA has shown how technology can enhance rather than replace human-centered retail experiences. By combining AI-powered search, conversational customer service, and a unified brand strategy, the company has created a shopping experience that meets modern customer expectations.

This is the type of balanced strategy that will be critical to customer experience efforts in retail and eCommerce moving forward. By using technology to solve practical customer problems, RONA provides a model for sustainable digital transformation that other retailers can adapt to their own needs and goals.