Canadian Tire looks to a digital future

TORONTO — Canadian Tire’s president is looking to take the company to the next level of digital interaction with customers, according to Report on Business. Speaking to investors, Michael Medline, who takes over as CEO on December 1 in addition to his current responsibilities, said he wants to see targeted advertising reaching customers by text message for discounts on seasonal goods. The company isn’t quite ready to take that step, which would require a system that “knows it’s snowing” and tags inventory accordingly, but Medline says Canadian Tire needs to up its online game if it’s to appeal to the next generation of shoppers.