As you may have noticed, many of your local Zellers have unleashed their farewell marketing campaign “everything must go”, even Zeddy(the Zellers mascot). Customers have been swarming the stores like a pack of bees trying to get that last bargain. Zellers has been a landmark in Canada for such a long time. However, it seems like most Canadians see the change as “good news” because of the possibility of new Target stores with lower prices and a better selection range as a replacement. The head office at Target is said to be “TARGETing” up to 220 Zellers stores in Canada by 2014 for $1.82 billion. It is claimed to be a game changing deal for Canadians. Target, being a giant retail discounter has pretty much defeated Zellers prices, style, and quality. While many still believe Canadian retail prices are much higher than the U.S, this will definitely bring pressure to narrow the gap between U.S and Canadian store prices. The parent company, Hudson’s Bay Co. required Zellers to move products for the upcoming months to earn extra profit before closing down. While traditional media such as print, TV, radio, flyer, newspaper was not feasible anymore, Zellers had turned to social media, and digital promotions. The humorous ad campaigns have surprisingly driven more than $8-million in sales, which has been the most successful fourth quarter in a decade. The final liquidation sale campaigns have created a buzz in online social media. The message “everything must go, even Zeddy” featured the poor mascot being driven out into the woods by a Zellers executive, to abandon Zeddy.
Final Thoughts:
As I walk through the aisles of empty racks, and dusty floors, I would like to remember Zellers for supplying me with my daily essentials, not as the company who gave up to Target without a fight and publicly let Zeddy go out into the woods to starve.
