Setup
When Real Canadian Superstore, a well-known discount chain in Canada, entered the liquor market in Alberta and Saskatchewan under the name Real Canadian Liquorstore, it faced challenges replicating the same level of customer loyalty as its parent brand.
These provinces already had several value-driven liquor retailers, and their core customers tended to focus on deals, making them more likely to switch retailers for a better bargain. To foster stronger brand loyalty, Real Canadian Liquorstore had to engage and inform customers so it could stay top of mind.
Strategy
Real Canadian Liquorstore made a significant shift in its marketing strategy by prioritising price perception over actual price points. To achieve this, the brand showcased a broader range of products in inspiring usage scenarios and invested in social content that drives audience engagement and vendor promotions.
This approach built customer affinity by introducing a diverse product selection, beyond customers’ usual purchases. The brand also maintained a consistent shopping experience, both online and in-store, by offering expert guidance and thought leadership on drink culture throughout the year.
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