Canadian Tire

Elevating Canadian Tire’s Forward With Design from concept to consistent sales

Commerce

Our Impact

Canadian Tire partnered with us to design and develop a Shopify store for their sub-brand Forward With Design (FWD).

The completely custom store enabled FWD to launch a successful omnichannel experience that led to increased traffic and sales conversion
With Shopify Plus as the engine, FWD was quickly able to establish their brand as a mainstay in the fitness apparel and activewear space
Their full assortment of activewear for women, men, and kids became available at over 200 Sport Chek and Sports Experts locations across Canada and online

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Canadian Tire is one of Canada's most prominent companies.

The retail company operates in the automotive, hardware, sports, leisure, and housewares sectors, and owns a number of sub-brands including Sport Chek, PartSource, and FWD.

THE VISION

FWD, Canadian Tire’s first-ever activewear brand, was built from the ground up from concept ideation to full brand launch. The goal was to design and deliver world-class products that reinforce emotional connections with customers and to create a brand that transitions seamlessly wherever life takes Canadians.

WHY LAZER?‍

Canadian Tire and FWD chose Lazer as the partner to launch their omnichannel presence, showcase the all-new brand, and deliver a standout commerce experience optimized for the customer flow — converting visitors into active shoppers.

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platform

Web
Shopify

Expertise

UI/UX Design
Research & Strategy
Branding
Frontend Development

Stage

Public

Approach

Omnichannel strategy and design

It was critical for FWD that their store design was easy to navigate and showcased their products to help them gain brand recognition and align with one of their brand values — function.

After researching, we discovered that shoppers were looking for a seamless shopping experience that emphasized speed and ease of use. These discoveries became central to the design and functionality of the new store.

We implemented a simple, easily navigable design that ensured visual and branding consistency across the entire experience — helping shoppers quickly find what they are looking for and check out.

Mobile views of the FWD storefront, featuring a product, suggested products, and product reviews.

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Approach

From ideation to commerce success

FWD aimed to design their commerce experience to maximize lifetime value, customer retention, and driving visits to conversion.

To achieve this, we utilized Shopify's flexible theme customization abilities to create a visually appealing and easy-to-use store. The design gives plenty of real estate to visual content and easy navigation on any surface — removing any friction in the customer experience.

Challenge

Smooth transition to complete purchase‍

We built the FWD site so the activewear brand stood on its own, but customers ultimately complete their purchases through the Sport Chek site.

This required us to understand how Sport Chek built their URLs so we could build FWD’s similarly. When users click Shop Now on a product and variant, it opens that product on the Sport Chek website, and they can easily add to cart and complete their purchase.

A desktop view of the FWD storefront displaying a user’s wishlist.

Approach

Data-driven and revenue-driving

We developed a robust data platform that allows FWD to store, sort, and execute a variety of functions for their critical business operations that also extend to their customer touchpoints. This dataset allows FWD to completely personalize and iterate on their commerce experience through improved email marketing, website strategy, and more accurate customer and product data.

Our custom Shopify store helped catapult FWD to establish a strong online presence, generate increased sales, and build a loyal customer base.

Canadian Tire’s expansion into activewear successfully reached customers by establishing this new brand with an easy, frictionless omnichannel experience.

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