Canadian Retailer - The Marketing Issue - 26

MARKETING ROUNDTABLE
SPONSORED BY

Meaningful, personalized
engagement key to
engendering brand affinity
amongst millennials
Retailers focused on winning the hearts and minds of millennials are
listening to understand their needs and preferences, and adapting
the shopping experience to meet them.
BY SEAN C. TARRY

IT'S no secret the power that the millennial generation represents. They're educated: according to a study conducted by Environics Analytics, 65 per cent of male and 75 per cent of
female millennials have either a post-secondary degree or diploma. They're the second highest employed generation in Canada, next only to Gen Xers. And over the next couple decades,
this vast and diverse group stand to inherit somewhere in the region of $30 Trillion globally. It's
no wonder retail marketers are intensely trying to figure them out.
With this in mind, Canadian Retailer brought together some of Canada's leading marketing minds to discuss the millennial generation, some of their nuances and characteristics,
and some of the marketing strategies that are being deployed to build relationships with this
extremely important group of consumers.
To help lead the discussion, Canadian Retailer partnered with Hallmark Canada-a company
that is uniquely positioned to speak to marketing issues concerning the millennial consumer.
As social and cultural trends continue to influence the greeting card industry, so too do they
continue to shape marketing strategies across industries and product categories. What follows
is a frank conversation about the things that drive and motivate millennials; their interests,
passions and desires; their tastes and preferences, and the ways marketers across the country
can engage with them and connect them with their brands.

MODERATOR

26 |

PARTICIPANTS

Cindy
Mahoney

Lyne
Castonguay

Jeff
Tate

Peter
Watanabe

Jennifer
Zedic

President
Hallmark
Canada

Executive Vice
President,
Merchandising
Sobeys Inc.

Vice President,
Marketing &
eCommerce
Henry's

Vice President,
Marketing &
eCommerce
Staples Canada

Senior Director
of Marketing &
Advertising
Rexall

CANADIAN RETAILER

| THE MARKETING ISSUE



Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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