11/14/2014 03:53 EST | Updated 11/14/2014 03:59 EST

Dx3: Digital Intelligence Will Transform Retail

Duncan Fulton helps run one of Canada's largest retail operations as senior vice-president, communications and corporate affairs, for Canadian Tire Corporation CMO, FGL Sports and Mark's.

Fulton, speaking during the AOL Canada Conversation Studio at Dx3 Canada 2014 held in Toronto March 5-6th, says his biggest and most important task is to infuse his companies with digital intelligence, and that doesn't just mean creating a separate office that works in isolation.

"Digital intelligence has to be embedded into every part of your business," said Fulton. "If you don't have executives from your C-Suite that are digitally literate they are never going to help you drive change."

Watch the full video above