CARMICHAEL/JACKSON

Over 250,000 immigrants and even more temporary foreign workers arrive in Canada each year, playing a significant role in consumer spending growth. In parts of Toronto and Vancouver, well over half the shoppers were born and raised outside of Canada, so a cross-cultural shopper marketing strategy is more important than ever. 

Robin Brown will discuss the challenges and opportunities in reaching shoppers from diverse cultures and ethnicities, sharing examples from successful shopper marketing programs. Learn how to apply key best practices to create a cross-culturally relevant shopper marketing plan, and avoid being lost in translation.

Brown leads the consumer insights and cultural markets groups at Toronto-based Environics Consumer Insights, where he specialises in conducting research into the needs of Canada's visible minority groups - especially South Asian and Chinese Canadians. He is the author of the upcoming book, Migration nation: a practical guide to doing business in globalized Canada, tobe published in spring, 2014.

Featuring:

Robin Brown
VP, Insights & Advisory
Environics Research Group

CARMICHAEL/JACKSON

Achieving competitive differentiation is critical in the crowded retail world, so Longo's is engaging customers through a new mobile solution that's successfully driving them to spend more, and to visit more frequently.

Created by Toronto-based digital shopper marketing company, Unata, the mobile loyalty platform tracks shopper spending habits to deliver personalised offers, tapping phones as both a digital loyalty card and shopping list builder.

Unata's CEO Chris Bryson will be joined by Ken Kuschei, director of CRM & analytics at Longo's, to share fresh data that shows how the new program is lifting sales, and to explain how it’s being harnessed to enhance the in-store experience while driving ROI.

Featuring:

Chris Bryson
Founder & CEO
Unata

Ken Kuschei
Director, Consumer Insight
Longo's