$3,000 + taxes
Five Mondays – 6:30 p.m. to 9:30 p.m. and
Five Tuesdays – 9 a.m. to 5 p.m.
To be kept informed of upcoming dates,
please send your details to
Retail practitioners, HEC Montréal faculty members and consultants come together for this unique industry-centric program, a joint initiative of the Société des alcools du Québec (SAQ) and HEC Montréal.
This year’s program has been further enhanced, giving participants the opportunity to attend the Summit on Retail and enjoy tours of select retail environments, hosted by their respective CEOs.
Retail practitioners, HEC Montréal faculty members and consultants come together for this unique industry-centric program, a joint initiative of the Société des alcools du Québec (SAQ) and HEC Montréal. In addition to benefiting from an in-depth analysis of the many facets of retail management, you will refresh your own skill sets and explore critical issues that you will be called upon to face, both today and tomorrow.
This program is for you if:
The following have not confirmed their involvement, but most of them are expected to take part in the 2017 session:
Christine Beaulieu, MBA, PMP, President, Gestion Christine Beaulieu
Manuel Champagne, MSc (Human Resources Management), Assistant Director, Détail Québec
Alain Charron, BASc., Supply Chain Consultant
Liliane Colpron, Founder, Boulangerie Première Moisson
Catherine Dagenais, Vice-President, Retail Strategy and Customer Experience, SAQ
Norman Décarie, CGM, President, SAIL Outdoors
François Desrosiers, MBA, President, Interim Marketing, Lecturer, HEC Montréal
Marc DeSerres, President, DeSerres
Philippe Duval, President and CEO, Uniprix Group
Louise Faubert, L. ès L., Director, Cercle Omer DeSerres
Marie-Claude Frigon, CPA, CA, Partner, Richter
Marc Giroux, MBA, Vice President, Chief Marketing and Communications Officer, Metro
Jean-François Grenier, MSc, Senior Director, Altus Géocom, Lecturer, HEC Montréal
Norman Hébert Jr., BComm, LLL, President and Chief Executive Officer, Groupe Park Avenue
JoAnne Labrecque, MBA (Marketing), PhD (Consumer Economics), Associate Professor, HEC Montréal
Paul Lafortune, MBA, Associate, PL3C, Lecturer, HEC Montréal
Michel Lamarre, BBA, VP Promotional and Experiential Marketing, Cossette
Patricia Lapierre, MBA, Executive Director, Détail Québec
Hugo Lesley, MBA, CPA, CA, Full-Time Lecturer, HEC Montréal
Thierry Lopez, Marketing and Corporate Affairs Manager – Quebec, Best Buy Canada
Jacques Nantel, MSc (Management), PhD (Marketing), Professor Emeritus, HEC Montréal
Gino Plevano, Vice President, Digital Strategy and Loyalty, Metro
Jean-François Renaud, Co-Founder, Adviso
François Roberge, President and CEO, La Vie en Rose
Sylvain Sénécal, MSc (Marketing), PhD (Marketing), Professor, HEC Montréal, Chairholder, RBC Financial Group Chair of E-Commerce
Chantal St-Pierre, MSc (Marketing), Director, Strategic Development and Marketing, SAQ
Jean-Stéphane Tremblay, LLL, MBA, Executive Vice-President, FGL Sports
Léopold Turgeon, C.Adm, President and CEO, Conseil québécois du commerce de detail
The following themes will not necessarily be addressed in the order they appear, and some will be given more weight than others.
Industry insights from top executives
Strategic integration into the world of executive leadership through first-hand accounts from retail company presidents and VPs who will shed light on their corporate strategy (what it is, how it was developed, how it was implemented and how it has evolved over time). They will also share their thoughts as to what the key factors for success in retail are, as well as the challenges, trends and prospects for the coming years.
Marketing strategy and the customer experience
Analyze and understand customers, competitors, the market, the environment and the status of your business. Identify strengths, weaknesses, opportunities and threats. Develop and implement a lucrative marketing strategy. Segmentation, targeting, positioning, differentiation, innovation. In-store concepts and sensory branding. Retail mix, product lineup, category-based management, retail space planning, merchandising, ambiance. Private labels and manufacturer brands. Pricing policies and tactics, gross profit margin, turnover. Customer experience management, moments of truth, CRM, service, sales, satisfaction and expectation management. Marketing research, customer databases.
Factors to consider in retail location. Benefits and drawbacks over time of various types of locations. Location studies, site evaluation, trade zones, customer point of origin, market demand and supply analysis, sales forecasts. Six space strategies.
Economic, demographic, social, political, legislative and technological trends. Globalization, polarization, concentration, aging, generational power, cultural mosaic, fiercer competition, increased number of points of contact, social and mobile media, e-commerce, greener practices, buying local, etc. Numerous examples of new store concepts and trend-savvy initiatives.
Interactivity, traceability, personalization, consumer empowerment. Search engine optimization, social media, banners, interstitials, partnerships, sponsorships, emails, mobile technology, websites. Social media approaches: absence, observation, experimentation, integration. What makes a website effective and how to measure its performance. Three goals: attract, sell and retain.
Increasing profits by cementing the loyalty of top customers through education, personalization and incentivization. Four types of loyalty programs, from simple to complex. Implementation “how to.” Spotlight on loyalty success stories.
Communication and marketing
Advertising, promotion, sponsorship, PR, customer experience, mobile, electronic media – a world of converging communication and marketing channels. Slash prices or bolster branding? Inspirational examples of creative approaches that have met with great success.
Self-awareness. Leadership styles, types of organizational cultures and external environments. Strategic leadership: understanding (diagnosis), deciding (vision), taking action (who does what). Making your team run like a well-oiled machine. Managing change. Engaging through strategic alignment, customer culture, accountability and consideration. Ethical leadership.
Human resources management
Labour shortage context. Finding the right people: attracting, recruiting, hiring and onboarding promising candidates. Having the employees you need, when you need them: retention, succession planning, scheduling. Ensuring your staff have the required skills and motivation: engagement, performance management, training, coaching, acknowledgement. Improving workflow.
Operations, supply chain and procurement
Managing your supply chain to minimize total cost of ownership and have the right items at the right time, price, condition and place. Procurement: anticipating demand, supplier relations, order management and restocking. Inventory management. Physical distribution: handling, shipping, receiving, returns, service.
Technology and information systems
What IT systems contribute in terms of strategy, customer experience, efficiency and productivity. Centralized and decentralized setups. Integrated specialized software; interfaces, system architecture. Barriers to computerization. User and IT staff concerns: security, reliability, scalability, compatibility, ease of use, cost. Required investments.
Financial reporting, controls and KPIs
Using financial reports as a decision-making tool. Break-even point, fixed and variable costs, safety margin. Budget tracking and variance analysis. Cash flow budget. Investment project evaluation. Preventing loss, theft and fraud. KPIs for sales, market share, margins, stock, occupancy costs, marketing (traffic, conversion, average invoice, visibility, satisfaction), ROI. Statistics on several of these aspects. Dashboards.
New retail business models: What would you say to 80% annual growth?
New retail business models are becoming more and more innovative. Designed to create real value for consumers, these models are decidedly omnichannel in their style and execution. In addition, the models, which are rooted in both in-store experience and technology performance (on the floor and online), often yield significant savings for those retailers that use them shrewdly. Several entrepreneurs, many of them from the younger generation, will share the conclusions they have reached about how to skyrocket sales in an industry whose annual growth is fairly flat, at about 2%.
Participants in all of our Expert Series will receive a certificate of completion from Executive Education HEC Montréal.
The fee as listed represents only a portion of the total cost of the program, most of which is covered by the contribution of our valued partner, the Société des alcools du Québec.