CAA South Central Ontario marks new beginning

Symbolizing a new era for the CAA South Central Ontario club, travel partners and members were on hand to celebrate the official grand opening of a newly redesigned CAA Burlington Store on April 21. 

The first of its kind, the shop closed for three months in January and underwent extensive renovations in order to take on a new look and feel - one that offers members a second home, of sorts.

"Every single detail, from the home-inspired layout to the feature wall map, was designed with our customers’ specific needs in mind," said Kathy Kelly, director sales and distribution, CAA SCO. "Every time they enter the store they will feel as if they have walked into their home away from home.”

The improvements to the 3,877 square foot store are a combination of technology and convenience, featuring two video walls, five digital displays, iPads and plenty of seating. 

Each area has a unique identification and dedicated purpose; for example, the den features a warm fireplace, creating an inviting ambience for home and auto insurance customers while those planning their next vacation can chat with certified travel consultants in the dining area.

"This is meant to be a secure, comfortable place to talk about important things in your life, like protecting your home or [going on vacation]," said Patricia Marques, the club's manager of product development and sales for travel, while giving PAX a tour.

The reimagined space is one element of the club's efforts in "waking a sleeping giant," as Marques admitted that many members are unaware of CAA's travel program. 

"Our tagline now is making bad days good and good days better, and travel is making good days better," she said, noting that a new strategy is leveraging the history of the CAA name and helping members understand that "we're here for them."

CAA South Central Ontario has 34 retail locations and is closing in on two million members.

Marques explained that because the Burlington shop is one of its most successful, it was selected as the first to undergo this facelift, though the long-term plan is to apply the same look and feel to all retail locations.