Target awareness strong even before Canadian entry
CAMBRIDGE, Mass. — Target should be feeling confident about its upcoming entry into Canada, as a recent survey from Kantar Retail and TNS Canada revealed that 75% of Canadians are aware of the retailer.
Furthermore, 43% of Canadian consumers said that they were likely to shop at Target Canada for grocery or health and beauty aids and 50% were likely to shop at Target Canada for general merchandise or apparel.
With so much interest in Target's entry, it is not suprising that several Canadian retailers will likely be impacted by the retailer's arrival. For example, Kantar Retail found that roughly seven-in-10 Superstore/Joe Fresh shoppers were interested in shopping at Target Canada for general merchandise and apparel. Comparatively, 63% of Costco Canada’s shopper base, 59% of Walmart Canada’s base, and 56% of Canadian Tire’s/Mark’s base stated interest in shopping at Target Canada for general merchandise or apparel.
“Target Canada has broad appeal,” notes Robin Sherk, senior analyst at Kantar Retail and primary author of the study. “Given that the retailer only recently began local marketing efforts, its awareness – and likely interest in its offer – will further expand,” she adds. “For suppliers working with Target, this is encouraging and reinforces expectations that shopper visitation will be strong when it opens.”
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