Phygital Retail At Canada Goose: The CMO On Blending Physical & Digital Customer Experience

Phygital Retail At Canada Goose: The CMO On Blending Physical & Digital Customer Experience


Do you find the ongoing debate between physical stores and online shopping tiresome? Penny Brook, the former Chief Marketing and Experience Officer of Canada Goose, has an important message for you: the future of retail involves both. In this podcast episode, we explore the exciting world of omnichannel experiences, where the physical and digital seamlessly combine to create personalized and captivating journeys for customers.

Key Trends Shaping the Future of Retail:

The “Phygital” Revolution: The conversation centers around the shift from physical stores to online shopping and the increasing importance of providing a seamless omnichannel experience for customers. Penny emphasizes the need for brands to create a distinct and memorable experience for their customers, both online and in-store.

Data-Driven Personalization: Penny highlights the value of data in understanding customer behavior and personalizing the shopping experience. She discusses Canada Goose’s use of a customer data platform (CDP) and its collaboration with the chief digital officer to ensure that technology is used to enhance the customer experience.

Canada Goose in Blending Physical & Digital:

Penny discusses how Canada Goose is actively implementing these trends. Their stores go beyond mere shopping spaces; they are welcoming havens that offer personalized recommendations, interactive “cold rooms” that showcase the benefits of their products, and a focus on creating warm and memorable experiences.

The future of retail does not involve choosing between physical and digital; it requires mastering both to create unforgettable experiences that win the hearts (and wallets) of your customers.

Watch the latest episode of The Modern Customer Podcast on my YouTube Channel.


Blake Morgan is a customer experience futurist and the bestselling author of The Customer of the FutureFor regular updates on customer experience, sign up for her weekly newsletter here

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