Canadian Tire targets customer value to drive sustainable growth

"When we started to overlay the value of the customer, it made a significant difference in terms of how we’re going to market to them, the channels we’re going to use and the overall relationship we’re going to develop with that customer.” — Mark Merritt, Canadian Tire Financial Services

Client: Canadian Tire Financial Services, the financial services arm of Canadian Tire Corporation, Ltd., which operates more than 1,170 general merchandise and apparel retail stores and gas stations 

Challenge: Develop an actionable metric for measuring customer value 

Solution: Enterprise-level segmentation enabled through FICO^® Segmentation Models 

Results: Developed customer segments that are strategically distinct and highly differentiated by value. Deploying strategies that refocus efforts on most valuable cardholders