Beyond Satisfaction: Unlocking What Drives Consumers in 2025 with Simone Lumsden, SVP, Triangle Customer Loyalty and Triangle Retail Media at Canadian Tire, and Sandra Duff, Founder of AnotherStory Consulting

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.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career. 

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google.  He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer.  If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.