May 19, 2020

Market Pose of Tranquility

athletic wear
Social Media
Bizclik Editor
2 min
Market Pose of Tranquility

Written by A. Selway Ryan


The athletic wear company Lululemon, a staple among affluent Canadian women whose behinds look especially perky when they’re exercising, defied expectations in 2011 by roaring to extraordinary profits despite the general economic downturn. 

A niche brand that charges a hundred dollars for stretch pants flourishing during a recession?  That’s mysterious indeed – until you learn about their social networking model.

It’s a success story that could only happen in the digital age, with a leadership geared to exploit new technologies while branding itself in the distant past.  At Lululemon, ancient eastern teachings meld with Ayn Rand quotes for some truly potent image-making. 

But for CEO of the year Christine Day, it’s all about good old-fashioned community-building.  Her company is, she says, “part of, and contributing to, a bigger macro-trend that affects consumers from their early teens to their 70s.  Investing in your health will pay big dividends for individuals and society...elevating the world from mediocrity to greatness.”

You might think that investing in your health and buying stretch pants aren’t exactly the same thing.  But you’d be missing out on the fun and the fellowship Lululemon creates for its customers, whose loyalty and dedication to the company is truly astonishing.

Walk into any store and you’ll find women of all ages talking to each other about good gyms, the right shirt, breathing exercises, Vitamin B deficiency.  It’s a vivacious, stress-free salon for health consciousness (with no men around!).  And through intelligent use of social media, the company has managed to harness and channel all that energy through its corporate apparatus.

Went to a location, and couldn’t find the shirt you wanted in your size?  Post to their virtual Facebook store, and more than likely you’ll find what you’re looking for before long.  The supply chain has been fully integrated into the consumer experience, allowing for suggestions and requests to be addressed in real time.  For Lululemon, the communication goes both ways: they talk and they listen.

All this helps create a deep marketing impression of a shared ideal, a common understanding of good health and ideological goals.  It’s not about shirts and pants, as seductively flattering as they may be.  It’s about peace, love, and understanding; values their customers share.  Lululemon agrees with you.  Lululemon is behind you all the way – and everyone will like what they see.

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Jul 5, 2021

CGI: Driving local solutions with global expertise

City of Mesa
3 min
Embrace digital transformation and infuse it with a spirit of agility, says Aleta Jeffres, CGI Vice President Consulting Services

Embrace digital transformation and infuse it with a spirit of agility, is the message to the public sector from Aleta Jeffress, CGI Senior Vice President Consulting Services.

“We partner with clients to drive value and innovation,” said Jeffress who has been working with the US City of Mesa, AZ on their digital journey for their local citizens.

Founded in 1976, CGI is one of the largest IT and business consulting services firms in the world. It is insights-driven and outcomes-based to help accelerate return on investments. CGI operates across 21 industries in 400 locations and provides scalable and sustainable services that are informed globally and delivered locally.

“We have expertise in developing and executing strategies to help companies transform their IT to align with the business through cloud strategies, application rationalization, modernization and outsourcing,” said Jeffress speaking from the Denver CGI offices.

“Digital change can be exhausting, but take the opportunity to embrace it and look for new opportunities,” said Jeffress who pointed out projects should have a sense of agility and specific focus on the end-user.

“This can be a big culture change for some clients but by making sure your implementations are not a big bang theory but you can take smaller chunks which you’re able to do over and over again as it's just going to continue to evolve,” she said.

Informed globally and delivered locally

Commenting on CGI’s partnership with the City of Mesa, Jeffress said: “We are providing a solution that has a lower cost of ownership and helps them streamline business processes and helps increase efficiency. 

“The City sought a single source of truth for their ERP business processes. With CGI Advantage, they found a partner in their digital transformation journey with a configurable, unified solution that supports their HR, financial management, and performance budgeting business processes.  

“With CGI Advantage, the City is working with a single source of truth that lowers total cost of ownership, streamlines business processes, and increases efficiency - additional benefits include: 

• A decrease in customizations and staffing requirements resulting in faster upgrade cycles. 

• Empowering HR resources to focus on strategic efforts by removing the need for manual and duplicate data entry. 

• Increased accuracy with reporting. 

• Process improvements shifting from customized or paper-based processes to automated processes. 

• Increased pay transparency and accuracy by leveraging process improvements and configurable support 

A trusted partner 

CGI is a company that focuses very intently and very intentionally on delivery - that is something that really sets us apart,” said Jeffress. 

“We have an internal process where we meet with clients twice a year to ask a specific set of questions. How our clients answer those questions allows us to be sure we are aligned and can be a trusted partner with all of our clients.”

“As an international company, we can provide key resources when our clients need it in a very timely manner,” she said.

Reflecting on the challenges posed by COVID-19 Jeffress said there had been a true evolution in technology services.

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