By Jamie Sturgeon
News editor, Humber Et Cetera
12-15-2007
Times were not always this grim though.
Still, the majority of workers haven’t been as fortunate.
An online portfolio of published articles and personal writing. All published material is available in hardcopy from the publication of origin.
I’ve realized that I am incapable of resisting the urge to post until the fall.
Game on for Gardens makeover April, 23, 2007 -- It seems that Loblaw Cos. Ltd. finally has a game plan in place to redevelop “It’s major adaptive reuse of a cultural icon in this city.” "We’re Canadians, we grew up here too.” Big Al's online move pays off big
By James Sturgeon, GTA Business News
by James Sturgeon, GTA Business News
May 5, 2007 -- Way back in 1999, Big Al’s Aquatic Services Ltd., a Woodbridge-based pet and hobby retailer took a gamble and began plying its wares through a burgeoning new medium in the Internet.
Today, the simplest of web searches on Google will provide all the evidence needed to see how that gamble has paid off.
Type ‘Big Al’s’ into any search engine and you’ll quickly find yourself at the homepage of Big Al’s, now Canada’s largest aquatic retailer.
Big Al’s operates 20 retail stores across Canada and the U.S., with five in the Greater Toronto Area.
However, perhaps the most tantalizing success of the company comes from its move into Web-retailing—which accounts for 15 per cent of overall sales now, making the 30-year-old company the largest online retailer in its field in Canada.
“Back in the early part of 1999 we realized online was growing tremendously,” said Dan Hamilton, the company’s director of Internet sales, and the mastermind behind the move.
“We had a basic website for the corporation but we realized that we had to take advantage of what is available online. It presented a big market for us to sell in.”
Hamilton set up a website that could offer store products to online customers, and established the delivery of ordered items through the Canada Post.
It was a move that “expanded (Big Al’s) reach beyond just the stores,” he said.
It was also a move that, in part, led the company to open up a colossal 106,000 square-foot distribution centre in Woodbridge in 2005 to handle Big Al’s store inventory as well as the growing number of online orders.
“It’s great,” Hamilton said. “We now have the ability to receive product, package and deliver direct to our online consumers.”
Yet Hamilton admits, the company wasn’t flooded with online orders at first, stating that the company received only about 26 in the first month.
That may have been a blessing in disguise according to Hamilton though, as the spectacular meltdown of Web-based retailing in 2000—the so-called Dot-com Crash— led to many major firms (mostly in the United States) dissolving.
“We got into it just before the bubble burst, but at the time we were just starting to grow. We didn’t have millions of dollars invested in development so we rode through it pretty much unscathed,” he said. “We came out the other side and have done pretty well.”
Hamilton went on to say though that the Dot-com Crash was important for Big Al’s in two ways.
The first was that despite the failure of some enormous companies south of the border, the concept of online shopping became imprinted on the mainstream consumer consciousness.
“People that maybe had never considered buying pet supplies online before said ‘Hey, let’s try that out,’” he said.
The second was that smaller players at the time, like Big Al’s, quickly filled the vacuum left by the departed giants like U.S.-based pets.com.
“In searching (for new suppliers), they saw there were other players out there. After the first year it really started to snowball.”
Hamilton said that over the last five years online sales have grown between 20 and 30 per cent annually, and that the company currently receives about 5,000 orders per month.
And while Hamilton did note that sales have begun to slightly plateau, the trend is still upward.
“The last year or two we have stabilized, but we’re still growing at a good rate. We’re just not seeing those double digit growth rates,” he said. “We’re finding the market in general, for everyone, is starting to flatten out just a bit.”
Part of that growth can be attributed to the growing list of products that Big Al’s carries at its Woodbridge distribution centre as a result, in part, of online feedback.
12,000 products are now listed in the company’s database, with about 2,000 items added in the last year alone.
“It opened the doors up on products that we didn’t have the demand for before, but now with the online (feedback) we do,” Hamilton said.
By tracking Web orders and receiving customer inquiries, the company is better able to get new products it knows its customers want without any guesswork.
“We get e-mails everyday from customers looking for products,” Hamilton said. “We can then offer a comparable product, or ask ourselves where is this product and why are we not carrying it?”
Another caveat of Big Al’s online presence is that it also helped build the company’s brand in areas where there was no brick-and-mortar retail store, and in turn, create the opportunity for the physical expansion there.
“We had customers that lived in Edmonton that would drive to our Calgary store to buy stuff, they then could go online, order it and didn’t have to drive three hours to get it to their house,” Hamilton said.
That was before Big Al’s opened up a store in Edmonton in 2002 though, a fact largely due to the company noticing through online orders that it was a market that could support a retail store.
Hamilton said that the same process—where Big Al’s brand presence online helped pave the way for a retail store—occurred in Montreal in 2004, and may do the same for Winnipeg in the near future if orders from the area continue to grow.
Hamilton went on to say that although Big Al’s has over 30 years of experience in the retail market, Web-retailing moves a lot quicker than conventional brick-and mortar operations.
“The online changes every year. What technology worked this year may not work the next. It’s always moving and you definitely need to stay out there—it doesn’t take long for you to be left behind,” he said.
“It means monitoring trends that are going on and getting out to conferences.”
It also means conducting—and paying for—research and technology as well as the manpower to keep pace.
With its latest hire of a Web marketing manager two weeks ago, Big Al’s currently employs over 20 full-time staff members in its online department, Hamilton said, to handle everything from order processing to marketing and site maintenance.
“I’m very happy with where we are right now,” he said, but added “there’s a lot more that we can do.”
While the success of the company over the last decade or so can not be wholly attributed to it’s online business—other areas, like expansion efforts, especially in the United States is a second factor—Big Al’s online plan was pivotal according to Hamilton.
“I wouldn’t say it is the single greatest business decision we’ve ever made, but it was a big, big decision for the company to make,” Hamilton said.
“There is still huge potential there.” he added. “We’ve only scratched the surface.”
"Experience is one thing you can't get for nothing." - Oscar Wilde
A philosophy class had got the better of him and it was clear to Thompson he was in trouble. Fortunately for the health and fitness student, head coach Darrell Glenn was in his corner. The third-year coach arranged for a tutor to get Thompson through the rough patch and back on track.
“He’s school first,” Thompson said, while doing schoolwork in the coach’s office last week. “We’re always in here doing our homework,” referring to the many student athletes found in the office on any given day.
Along with his bench boss duties for the Hawks, Glenn is Humber’s only academic adviser for varsity athletes, a job he relishes as much – if not more – than coaching basketball.
“As much as I’ve coached, for me, it’s more about teaching. I look at myself as a teacher first, because that’s what I am. That kind of transfers itself into me as a coach,” he said.
Glenn, also a teacher at Oakwood Collegiate secondary school in Toronto, is working through his second-year as an academic adviser at Humber. It’s a role he assumed after former men’s basketball coach and academic adviser Mike Katz left to coach at the University of Toronto in 2004.
When Katz left, the position seemed to get lost in the shuffle. However, Glenn quickly realized during his first year at the helm of the men’s basketball team that the void needed to be filled.
“We started to see a pattern among a lot of teams that we needed somebody here to help,” Glenn said.
That pattern was players being declared ineligible to play because of spotty school attendance from first-year athletes and poor performances in the classroom, according to Glenn. The solution was simple, reinstate the adviser role with a dedicated staff member on campus to provide some guidance.
“There needed to be somebody here for at least half the day that can look after the needs, or at least monitor academic progress,” he said.
After discussions with Humber athletic director Doug Fox last year, Glenn arranged to reduce his teaching load at Oakwood and become a paid academic adviser for Humber Athletics.
For Glenn, it means his mornings are spent teaching at Oakwood and afternoons spent at Humber helping varsity players, like Thompson, develop strategies for success. It begins with academic orientations at the beginning of first semester and continuing with informative workshops throughout the school year.
“Darrell’s run a number of sessions on time management, career development, financial advising – he’s tried to not just do academic advising, although that is his primary concern – but if a kid’s having problems then how do we arrange, get on top of this quickly and help this kid survive,” Fox said.
“Let’s face it, I see this as a teacher, high school doesn’t prepare students for college or university in my opinion. High school does a lot of hand-holding. You get here and it’s every man for themselves and it’s a huge adjustment,” he said. “Some kids don’t make that adjustment well.”
Over the past two years, Glenn feels he’s making some progress. Thompson, for example, is now an honour roll student.
“We look at those kinds of successes and say, ‘Hey, this is working.’”
“There’s always gratitude,” Thompson said. “If there’s anyway we can help Coach, we try and help him as much as he helps us, whether it’s on the court or off the court. We’re all really grateful for what Coach does.”
Glenn stresses that he’s a resource for all varsity athletes though, not just those he coaches.
“This year, I’ve tried to build a better relationship with other sports. I’m starting to build a better rapport with other athletes, and they’re starting to feel more comfortable coming to see me about various problems.”
Fox said having Glenn fill the adviser role is a part of Humber’s plan to develop complete individuals.
“Our theme is building champions,” he said. “It’s building champions on the court and life as well. We’re trying to build people that walk out of here graduating with good grades and that are employable and with the proper character development.”
As for Glenn, his focus now is providing players with the guidance and advice they can use to get through final exams. Beyond that, he remains committed to Humber’s goal of preparing its athletes for the challenges they’ll face even after they graduate from school.
“We’re focused on preparing them for the next phase of their lives, when they leave Humber.”
- JSIt is possible to store the mind with a million facts and still be entirely uneducated. - Alec Bourne
"Leaders keep their eyes on the horizon, not just on the bottom line."
- Warren Bennis
“Almost anything is worth offering on the off chance it will find a buyer.” -
Chris Anderson and a maxim of Long Tail economics.