Walmart and Canadian Immigration

Challenge:

A prediction by Statistics Canada stating that all net growth to the Canadian population would come from immigration had every company racing for an “Immigrant Strategy.” This was a sensitive subject and Walmart had little experience with similar consumers in America so they opted to ask the agency for recommendations.

Approach:

We establish that South Asian and Chinese accounted for 80% of inbound immigration and that a majority settled in specific areas of specific cities. After engaging in qualitative research in person and online, we were able to break the ethnic segments of their labels for clients and establish diversity in the group. Ultimately there were a few key unifying factors for all immigrants. 1) Holding on to native traditions is very important as a connection to home, 2) Value for the money is critical as initial immigration is an expensive proposition which does not easily wear off, and 3) Most immigrants had a university education and could speak English so translation was not necessary and, in some cases, offensive.

Outcome:

A long-term strategy was set up to focus on key neighborhoods and key holidays. Walmart could provide a great deal of what was needed to authentically celebrate these holidays at lower costs than other retailers. We also engaged consumers with employees from their own communities who share their experiences with the key holidays. Shopping baskets grew by 10% in stores that had an International food isle.