eTail Canada 2020

Hyatt Regency Toronto, ON


eTail Canada Best-In-Class Awards

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Presented on-site at eTail Canada 2018 and hosted by fashion entrepreneur and The Real Housewives of Toronto star Joan Kelley Walker, the Best-in Class Awards honor the Canadian and North American retailers that exemplify the spirit of retail marketing innovation. Nominations for the awards were fielded from both traditional brick and mortar, and digitally native retailers and their partners. The winners were voted on and chosen by their industry peers.

Category: Best E-mail Marketing Campaign

Finalists: TOMS,, Reitmans Canada LTD, The Home Depot
Winner: Fanxchange

Fanxchange is running a program targeting new users by billing address and populating upcoming events from concerts, sports, musicals, and shows in their local area. This program focuses on hyperpersonalization and connected content using location data to target users with content recommendations they're likely to be interested in attending. Program results are still being determined but the personalization and connected content factor has seen a boost in customer engagement, email opens, and conversions on their ongoing campaign.

Category: Emerging Retailer

Finalists: Bad Boy Furniture, Gosselin Photo, Boutique Marie Claire, Groupe BMR
Winner: Reitmans Canada Ltd

In a matter of only five years, Reitmans, Canada’s largest women's apparel retailer and leading fashion brand has increased their e-commerce revenue by over 270%. While the company maintains significant roots in brick and mortar (over 800 stores across Canada and in the US), this marks significant growth as e-commerce now represents over 20% (1/5th) of their overall business.

Category: Best Omni Channel Retailer

Finalists: Best Buy Canada, Primeau Velo, Browns Shoes, Baby Doppler, La Vie en Rose
Winner: Browns Shoes

Brown Shoes now offers a robust order-to-fulfillment process: getting the order, routing it from the optimal location and fulfilling it in a timely fashion. They now offer express shipping with 99% certainty of meeting the shipping promises, but with even tighter lead-times. Customer orders can now take as little as 15 minutes from order receipt to confirmation with tracking. Overall, they have achieved a 13% drop in time-to-ship.

Category: Website Redesign of the Year

Finalists: E.B. Horsman & Son, L’Oreal Canada, Birks, SAIL
Winner: Carnivore Club

Carnivore Club sought to reinvent their website to provide flexible subscription options & a gifting check-out flow that eliminated customer friction. They designed a way for customers to gift up to 10 different ship-to addresses/recipients during a single flow, as well as building out new capabilities that lets users customize the length and duration of their subscriptions with a dynamic basket calculator to show the purchase total at all times.

Category: Retail Innovator of the Year

Finalists: Gibbys Electronic Supermarket, Kanuk
Winner: Best Buy Canada

Best Buy Canada’s innovative digital marketing program, together with strong storytelling in video content projects and TV advertising, has helped Best Buy maintain its very strong leadership position in brand awareness and preference. The company’s e-commerce efforts have resulted in higher app store ratings, a vastly decreased crash rate of 99%, increased traffic (by 200% to our apps and 45% via SEO to our mobile site) and revenue, and positive feedback from customers and employees alike.

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