It is widely known that Canada’s foreign born and multicultural consumer segments represent a key growth opportunity for brands and retailers. It is less widely know how to execute to capture that opportunity. Some of the key questions those planning a multicultural strategy are:
- How do you cost-effectively adapt a mass strategy to address the needs of niche cultural targets?
- How do you balance investment when the size of the segment is small, but the growth is big?
- How does multicultural strategy fit with other initiatives such as Omnichannel and digital?
Robin will walk through the key questions around Canadian multicultural strategy and provide a framework to address them as well as show some best in class examples of Canadian multicultural shopper marketing execution.
