How to Leverage Cultural Forces to Attract Ethnic ... ¢â‚¬¢ Cultural...

download How to Leverage Cultural Forces to Attract Ethnic ... ¢â‚¬¢ Cultural Forces are how broad social factors

of 21

  • date post

    13-Jul-2020
  • Category

    Documents

  • view

    1
  • download

    0

Embed Size (px)

Transcript of How to Leverage Cultural Forces to Attract Ethnic ... ¢â‚¬¢ Cultural...

  • How to Leverage Cultural Forces to Attract Ethnic Consumers in Canada

    April 7th, 2014

    Contact Info: graham.candy@freshsqueezedideas.com

  • What Are We Talking About Today?

    1. First generation immigrants – Chinese, Filipino and Persian

    2. How the broader social context creates cultural forces shaping their retail experience

    3. How grocers can create a compelling shopping experience for these ethnic shoppers based on an understanding of these cultural forces

    2

  • Why Chinese, Filipinos, and Persians?

    3 Source: http://www.cic.gc.ca/english/resources/statistics/facts2010/permanent/10.asp

  • What are Social Factors and Cultural Forces?

    •  Cultural Forces are how broad social factors become translated into everyday behaviours. They are demonstrated through how people talk about, shop for, and buy certain products at certain stores. 4

    •  Social Factors are the foundations that underpin culture, e.g. demographics, economics, education, gender, politics, social relations, and class.

    SOCIAL FACTORS CULTURAL FORCES

  • Chinese- Canadians

  • Quality Concerns

    Social Factor Resulting Cultural Force

    The 5 Senses of Freshness

    The Chinese-Canadian Grocery Experience

    6

  • Social Factor: Quality Concerns

    7

  • 8

    Chinese-Canadians Cultural Force: The 5 Senses of Freshness

    Cultural Force: The 5 Senses of Freshness Chinese consumers are deeply cognizant of the potential risks present in any kind of food, including fake ingredients and reheated food. One way this risk is culturally alleviated is through a grocery environment that celebrates freshness through involving all 5 senses.

  • 9

    Chinese Grocery Experience: The 5 Senses of Freshness

    Millennials

    Food Products

    •  Emphasis is placed on visuality – even many frozen or pre-packaged food items are packaged in clear packaging that allows consumers to view the contents.

    •  Emphasis is placed on demonstrating freshness across all the senses – steam highlights freshly cooked food, meat is shown being butchered in front of the customer, or you can hear the sounds of pan-frying fresh meat and vegetables.

    Grocery Experience

  • Filipino- Canadians

  • Remittance Economics

    Social Factor Resulting Cultural Force

    Community Comfort

    The Filipino-Canadian Grocery Experience

    11

  • Filipino-Canadian Social Factor: Remittance Economics

    12

  • 13

    Filipino-Canadians Cultural Force: Community Comfort

    Cultural Force: Community Comfort First-generation Filipino-Canadians’ life is deeply linked to ‘back home’. They often arrive alone, work long hours, and sacrifice much of their pay to send back home. They gravitate towards grocers that deliver a sense of community while offering easy, ready-made foods.

  • 14

    Filipino Grocery Experience: Community Comfort

    Millennials Food Products

    •  Emphasis is placed on comforting treats: e.g. baked goods that mix Spanish, Chinese, Malay and American flavours, a wealth of chips and crunchy snacks, as well as beer snacks.

    •  Emphasis is placed on creating a sense of place - making people feel comfortable through simple additions, e.g. a TV tuned to a Filipino station or a buffet that allows people tired of cooking to eat together.

    Grocery Experience

  • Persian- Canadians

  • Middle Class Heritage

    Social Factor Resulting Cultural Force

    Performing Class

    The Persian-Canadian Grocery Experience

    16

  • Persian-Canadian Social Factor: Middle-Class Heritage

    17

  • 18

    Persian-Canadian Cultural Force: Performing Class

    Cultural Force: Performing Class First-generation Persian-Canadians are often highly educated and rapidly establish themselves in Canadian society. They gravitate towards grocery experiences that celebrate quality, class, with an educated staff that can share in conversation with them about a wide variety of foods.

  • 19

    Persian-Canadian’s Grocery Experience: Performing Class

    Millennials Food Products

    •  Emphasis is placed on products that signal quality and class – refined packaging, organic ingredients, and a wide selection.

    •  Emphasis is placed on presenting food in a cultivated fashion, e.g. displaying food in orderly glass cases, and having an educated staff that can speak to the details and background around the food products.

    Grocery Experience

  • Overarching Learnings

    1.  Know your ethnic (and non ethnic) consumers

    2.  Dive deep into the cultural forces shaping their lives

    3.  Drive a retail experience that makes sense for all your customers, hybridity is increasingly the norm rather than the exception

    20

  • Liberty Village, Toronto (416) 235-0909

    info@freshsqueezedideas.com

    www.freshsqueezedideas.com