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CLIENT: Canadian Tire

Collection Taxonomy, Presentation Taxonomy


Providing Taxonomy Expertise and Experience for a Canadian Retail Institution

Partnering With Canadian Tire

geekspeak partnered with Canadian tire in a two-phase approach to offer taxonomy expertise in both back end and front end capacities. Canadian Tire was looking to revamp an existing internal category structure as well as the customer-facing presentation taxonomy on, with the goal of better managing back-end data and providing a better front-end customer experience.

Streamlined Data Collection

In Phase 1 of our engagement, geekspeak worked to restructure and enhance existing internal category structure across three banners – Canadian Tire Corporation, Mark’s and FGL Sports in their product information management (PIM) system while working with the existing vendor data collection process. This ensures clean, accurate data that ultimately ensures a better customer experience. Our team analyzed the existing category structure, revamped the entire taxonomy by collapsing or expanding existing nodes, and created a new tree structure.


We provided a critical mapping file to allow Canadian Tire to view the old-to-new categories, and wrapped the project by developing a taxonomy governance document for future changes.

Presentation Taxonomy for Optimal Customer Experience

In phase 2 of our work with Canadian Tire, our Product Information Management team focused on optimizing presentation taxonomy across those same Canadian Tire banners. Beginning with an audit of the existing collection, we review the front-end taxonomy through the lens of a taxonomist, retailer and customer. We took those learnings to restructure their site taxonomy, creating product categorization standards, attribute templates and value lists based on Canadian Tire’s product assortment. Through this process, we’re able to improve search rankings and shopper experience through parametric filtering and left-hand navigations.

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