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Winning in a Multicultural Landscape: Targeting Shoppers by Culture

Wednesday, April 22, 2015
1:00 PM - 1:30 PM
Loft 3/4/5

More than 250,000 immigrants arrive in Canada each year, having a profound impact on the retail landscape.

Robin Brown will discuss what motivates different cultural groups when making purchase decisions in a variety of categories - from grocery, to automotive to telecoms - and will give tips for thriving in our multicultural retail-scape.  

Sharing examples from winning campaigns, Brown will explain how to create a shopper marketing plan that hits a home run with each diverse group. 

Brown leads the consumer insights and cultural markets groups at Toronto-based Environics Consumer Research. He is the author of the recently published book, Migration Nation: A Practical Guide To Doing Business In Globalized Canada.


Robin Brown
VP, Insights & Advisory
Environics Research Group

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