CASE STUDY: The Source

The Source required sales volume, repositioning of the brand and the ability to attract / retain and speak in a cost effective manner to their customers. A credit card and loyalty program were in place providing little added value to the business. Mathews Consulting evaluated the needs of The Source and determined that partnership with an established loyalty program would address The Sources needs. In depth analytics and a comprehensive business case led to the exploration of a mutually beneficial partnership.

CASE STUDY: Bank of Montreal

Terry's expertise in retail financial services was leveraged to identify business opportunities across Canada. Broad knowledge of retail banking was utilized to cement a partnership with a leading Canadian grocer and create a full suite of banking products and services. Product development and innovative business analytics were utilized to identify and quantify acquisition opportunities. A focus on informed, cost effective deployment of sales resources allowed greater coverage and increased acquisition. Previous ATM experience was channelled into determining methods to drive down recurring costs, while assisting in the formation of a customer focused ATM strategy.

Sobeys Inc

As General Manager of Financial Services and Customer Relationship Management Terry created an aggressive credit card growth strategy and acquisition plan managing partnerships with CITI Bank, MasterCard and Aeroplan. Terry designed an innovative web based approach to retail banking, created a suite of products and initiated a partnership with a leading Canadian financial institution.
¬ He identified the increasing costs associated with accepting customer payment and created a strategy to mitigate credit card interchange fees.
¬ Terry led the product design, partner identification and contract negotiations to introduce an industry leading proprietary long distance card set to deliver $1.6 million sales with a 28% margin.
¬ Realigned the CRM and Financial Services Department to increase business knowledge and optimize productivity.

Green Rewards

As Vice President of Marketing Partnerships Terry was hired to devise & deploy a Consumer/Coalition Loyalty Program focused on the “Green Space” with sustainable products as a major component of a high-profile corporate and Consumer Rewards portfolio.
¬ He engaged and managed prospective Financial Services partnerships with TD Canada Trust and Bank of Montreal.
¬ Terry initiated retail partner programs with TELUS, McDonald’s, The Source and Home Depot with dramatic differentiation from competitive reward programs - a focus on growing the partners top line sales.
¬ Created a reward program offer designed to monetize and recycle obsolete mobile phones utilizing the TELUS consumer network. Program included a daily text message to engage and educate on the impact of individual consumers carbon footprint.

Green Rewards was acquired by LoyaltyOne in October 2008.

PC Financial

As Vice President of Retail Financial Services Terry was instrumental in delivering brand and executional consistency for President’s Choice Financial programs to 1,000 stores and 182 in-store branches across Canada.
¬ A customer driven focus was utilized to entice interest in financial products, resulting in unprecedented growth securing 1.6 million banking customers, generating $40 million in bottom-line revenue.
¬ Devised credit card acquisition strategy and tactics, leveraging store locations based on consumer data with a focus on profitable acquisition. Increased profit margins, elevated approval rates, drove spend, decreased churn and lowered payment cost.
¬ Catapulted the PC MasterCard into the fastest growing credit card in Canada, securing 1.7 million customers in 6 years with an industry leading cost of acquisition.
¬ Acted as the prime point-of-contact between Loblaw and CIBC to manage all communications and initiatives related to this high profile partnership.
¬ Instigated a promotional flyer and loyalty points integration which stimulated consumer interest and engagement in the PC Points program.
¬ Played a key role in selecting the PC Financial Home and Auto Insurance partner, launching the program, acquiring over 100,000 customers and delivering 120% of sales budget.
¬ Worked with Bell Mobility to co-develop & implement rollout plans for PC Mobile & Long Distance services. Developed the strategy & sales techniques that secured 170,000 customers in year one.
¬ Customized a software application from the Pharmaceutical industry to ensure consistency of program execution, communication of results and consistency of message for the complete financial portfolio.
¬ Designed, story boarded and scripted internal Loblaw’s business TV broadcasts, producing commercial quality half-hour segments to educate and inform staff on PC Financial products, programs and services.

¬ Implemented plasma screen technology into 180 branches to deliver market-specific product messages on products, rates and marketing.

¬ Led the redesign of in-store pavilions to reduce costs significantly while improving efficiency and functionality.
¬ Oversaw the introduction of a 110 unit ABM network expansion into the retail business with CIBC.

Loblaws

As Senior Director of Store Operations Terry controlled 16 Superstore’s with 1 million sq. ft. of retail space across New Brunswick with 2,200 employees generating $350 million in annual sales.
¬ Terry developed a reputation as a customer and employee focused leader, setting and achieving high expectations, consistently exceeding budget by 4%.
¬ As Director of Franchise and Wholesale Marketing in Halifax he led the integration of 75 newly acquired Oshawa Foods stores into the Loblaw supply chain.
¬ Terry evaluated flyer distribution leading to a reduction of weekly flyer production costs by 25%, revamping ad format while increasing sales 4% in a challenging market.
In the role of Store Manager of the Atlantic Superstore in Moncton, New Brunswick Terry delivered a 50% sales increase and 15% margin growth after initiating unique community-based promotional programs and renewed focus on the customer.