Canadian Tire:
Thinking like a start-up

Canadian Digital Media Network – CDMN (CECR)

Canadian Tire moved into the Communitech hub in March, 2013.

If you want to think like a start-up, move in with them. That’s what Canadian Tire did in 2013 when it set up shop with 120 companies ranging from start-ups to iconic brands, such as Google, OpenText, BlackBerry and Intel, in the Communitech incubator in Waterloo Region, Ontario – one of 28 hubs in a nationwide network receiving commercialization support from the Canadian Digital Media Network. The 12-member team of employees, graduate students and university co-ops working at Communitech is part of the retailer’s aggressive customer engagement strategy, using digital media to keep it on the leading edge of new applications for its online properties and retail locations, including Mark’s and SportChek.

Communitech and CDMN give Canadian Tire access to experts and solutions that we could not develop independently, and the potential for our business being part of an interactive innovation hub is exciting.Craig Haney, Manager, Canadian Tire Innovations