Target Canada ignores Canadian identity



Target Canada has taken a few measures for dealing with decreasing sales, which might be offensive to Canadians. Rather than trying to adapt to Canada's cultural identity, Target is seeking to conform Canadians into an American cultural prism. The company aims to "reshape the shopping habits of Canadian consumers" so that its sales will increase.

The U.S. retail giant wants the Canadian consumers to embrace the shopping culture that is prevalent in the United States. An article published by The Globe and Mail elaborates on that, and tells us how the company wants Canadians to embrace American shopping culture.

“Target Canada president Tony Fisher said Canadians still haven’t fully embraced the ‘one-stop shopping’ concept that’s so popular in the United States. Companies like Target have thrived in the U.S. on the idea that everything consumers need is under one roof, an image that competitor Wal-Mart has also embraced with its superstore locations, which are relatively new in Canada.”

Instead of catering to the needs of Canadian consumers and offering them with what they require, the company wants to manipulate them into changing their shopping habits. The consumers may not be happy with such measures, given that they have already complained about the level of service offered at the several retail outlets of Target Canada. 






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