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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.
VP, Insights & Advisory
Environics Research Group