Powering Canadian Tire’s digital transformation.
Challenge
Scaling their creative and digital marketing efforts presented significant challenges for Canadian Tire, one of Canada's most recognized retail chains. As they embarked on a critical phase of digital transformation, they needed to enhance their design and UX resources quickly. At the same time, they needed to maintain brand consistency and a high level of creativity across multiple channels while managing fluctuating project demands. A recent brand acquisition added to this heavy workload, as all the products sold by the acquired company needed to be integrated into the Canadian Tire ecosystem.
As Canadian Tire's digital and design remit grew, it became increasingly difficult to maintain a consistent supply of talent across roles. They also began to face issues related to contractor benefits and compensation. It was time for Canadian Tire to bring in a partner to manage their complex and highly skilled workforce.
Solution
Aquent Talent has supported Canadian Tire since 2018, with the partnership evolving as the company's needs have changed. Initially, we supplied top-notch design and UX resources, enabling Canadian Tire to scale up quickly for important seasonal campaigns. We also played a crucial role in staffing to support the integration of products from a new acquisition into the Canadian Tire portfolio. And, to address challenges related to contractor benefits and compensation, Canadian Tire utilized our Employer of Record services, ensuring that contractors received equitable treatment.
Results
Aquent Talent's comprehensive support has facilitated Canadian Tire's growth and operational efficiency, particularly during periods of high demand and strategic transitions. The consistent and reliable talent supply from Aquent Talent enables Canadian Tire to effectively manage their expanding digital and design needs, and our support continues to drive Canadian Tire's operational efficiency and adaptability in a rapidly changing market.
Furthermore, by utilizing our Employer of Record services, Canadian Tire ensures their contractors receive fair benefits and compensation, leading to increased contractor satisfaction. This arrangement also relieves Canadian Tire of administrative burdens, allowing them to focus on strategic growth.
