Recorded live on the stage at STORE2025 in Toronto, Simone Lumsden, SVP, Triangle Customer Loyalty and Triangle Retail Media at Canadian Tire, and Sandra Duff, Founder of AnotherStory Consulting, join me on the stage to take on some of retail's most essential topics - "Beyond Satisfaction: Unlocking What Drives Consumers in 2025". We pick up the conversation after a brief presentation by Sandra on the current state of customer satisfaction, and with Simone answering my question: what has changed in terms of loyalty drivers for customers, and what has altered in the loyalty environment within which you operate.
In this special live episode of The Voice of Retail, recorded at RCC STORE 2025, I sit down with two retail thought leaders: Simone Lumsden, Senior Vice-President, Triangle Customer Loyalty and Triangle Retail Media, Canadian Tire Corporation, and Sandra Duff, Founder and Principal at Another Story Consulting. Together, we explore what it takes to deliver loyalty, excitement, and differentiation in an increasingly parity-driven retail environment.
Simone shares how Canadian Tire is evolving its Triangle Rewards program beyond the traditional notion of loyalty. From its iconic paper money origins to a modern digital currency used across banners, Triangle is now designed to be simple, flexible, and personal. Simone explains how Canadian Tire is using customer data to deliver meaningful value through personalized offers and experiences, while acknowledging there's still work to be done to make those offers more relevant and engaging.
Sandra contributes powerful insights drawn from her years of customer research, highlighting the crucial distinction between "jobs" and "joys" in retail. She stresses that while table stakes, such as price and convenience, must be met, fun and inspiration are what truly differentiate. Together, we discuss how in-store experiences must move beyond transactions to create environments that delight and connect with customers on an emotional level.
The conversation shifts to retail media, where Simone emphasizes the importance of striking a balance between monetization and the customer experience. She describes how Canadian Tire is introducing in-store and digital retail media in non-intrusive, contextually relevant ways, avoiding the cluttered, disruptive examples seen elsewhere. Sandra reinforces that strong customer insights should never live in silos, but should empower every team—from marketing to store associates—to deliver differentiated value.
We also delve into innovation and experimentation—from new flagship formats at Sport Chek and Mark's, to coalition partnerships, and the rise of agentic AI in shaping the future of shopping journeys. Simone encourages retailers to stay curious and test new approaches without fear of past failures, while Sandra calls for more real-time feedback loops and smaller-scale pilot programs to learn what resonates most.