G2G Impact Group

We help brands define their growth strategies by leveraging consumer and shopper insights. Reach out to book a complimentary discovery session.

𝐂𝐚𝐧𝐚𝐝𝐚’𝐬 𝐌𝐮𝐥𝐭𝐢𝐜𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐋𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞 𝐀𝐧𝐝 𝐓𝐡𝐞𝐢𝐫 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐁𝐞𝐡𝐚𝐯𝐢𝐨𝐮𝐫𝐬
Growth of ethnic population is significantly outpacing Canada overall - Population growth of Canada from 2016 to 2021 is +5.2% and Ethnic growth is at +25.3%.

𝑺𝒊𝒛𝒆 𝒐𝒇 𝒕𝒉𝒆 𝒑𝒓𝒊𝒛𝒆 = 8.4 𝑩𝒊𝒍𝒍𝒊𝒐𝒏 - 𝑯𝒐𝒘 𝒎𝒖𝒄𝒉 𝒐𝒇 𝒕𝒉𝒆 𝒑𝒊𝒆 𝒘𝒊𝒍𝒍 𝒚𝒐𝒖 𝒕𝒂𝒌𝒆?

Here are some insights on where they shop and why:

- Ethnic buyers over-indexing in Costco across all regions - Followed by Mass Merchandisers in Ontario & West. Ethnic buyers in Ontario shop the most Online relative to the rest of Canada
- Chinese buyers under-index in Mass Merchandisers and Grocery banners
- South Asian buyers significantly over-index in Club, Ethnic and Online channels
- 1st generation shoppers look for value and 2nd generation shoppers prefer variety in Ethnic, Conventional and Online channels
- Variety of products and specific sections draw shoppers to ethnic grocery stores
- Chinese shoppers want to get deals rather than the lowest price, emphasis on quality for non-white shoppers
- Brand/retailers need to use different tactics to reach different groups before they reach the store - Loyalty programs are not reaching Black and South Asian audiences. Social media recommendations are necessary for South Asian, Chinese and Filipino groups.
- Instore promotion can work better than flyers at attracting multi-cultural shoppers - Price checking in store, promos in each aisle and displays are prioritized over flyers
- Private Label has won 30% of Black & South Asian buyers, work to do on gaining Filipino buyers
- Interest in organics amongst Asian shoppers

Now let’s talk about turning these insights into action and make multicultural segments a part of growth strategies:

HOW TO TARGET BEFORE THEY SHOP
- Look for ethnic shoppers in Warehouse Club, Mass Merch and Ethnic stores
- Variety is important especially for 2nd generation shoppers, and will impact what stores they shop in
- Consider who you are reaching through social media and loyalty programs

WHAT THEY NEED IN-STORE
- Price checking in store, promos in each aisle and displays are prioritized over flyers
- Room to add variety for Chinese, Black and Filipino shoppers in the international aisle
- Understand what products are important to attract different cultural groups

How is your business leveraging ethnic shopping insights to drive your growth agenda?

Excited to have one of our own on the judging panel for the CMA awards.

“𝑰𝒇 𝒚𝒐𝒖 𝒓𝒂𝒊𝒔𝒆 𝒕𝒉𝒆 𝒆𝒇𝒇𝒊𝒏𝒈 𝒉𝒐𝒕 𝒅𝒐𝒈, 𝑰 𝒘𝒊𝒍𝒍 𝒌𝒊𝒍𝒍 𝒚𝒐𝒖. 𝑭𝒊𝒈𝒖𝒓𝒆 𝒊𝒕 𝒐𝒖𝒕”, said Jim Sinegal Costco’s co-founder. Costco’s famous $1.50 hot dog and soda combo is more than a great lunch deal. 𝐈𝐭 𝐡𝐚𝐬 𝐜𝐮𝐥𝐭 𝐬𝐭𝐚𝐭𝐮𝐬!

It’s an object of corporate mythology, an inflation-proof icon.

A quick Google search for “Costco hot dog shirt” brings up dozens of results from retailers all over the web with designs featuring the no-frills signage found in every Costco food court.

As everything feels like it’s getting more expensive, it’s refreshing to see a company standing up for its customers and living its brand purpose.

For reference, the price has not been raised on the combo since 1985, and it sounds like Sinegal was not in favor of a change: “I came to (Jim Sinegal) once and I said, ‘Jim, we can’t sell this hot dog for a buck fifty," Jelineck recalled, according to a post by 425 Business. "We are losing our rear ends.’ And he said, ‘If you raise the effing hot dog, I will kill you. Figure it out.’ That’s all I really needed."

Costco ended up building its own hot dog-manufacturing plant in Los Angeles to make Kirkland Signature hot dogs and keep the prices lower.

What makes me say Costco’s hot dog combo has a cult status?

Costco’s iconic $1.50 hot dog combo even has a viral T-shirt design celebrating its cult status!

https://lnkd.in/g4eYGPAC

We help brands articulate and visualize their brand promise and architecture. Reach out to book a complimentary discovery session.