Walmart Canada is looking to become irreplaceable amongst multicultural shoppers using its influence on social networks. The retail giant is currently using a Facebook campaign that was timed to coincide with Eid, the Muslim holiday, as it posts recipes and starts discussions that connect with its Muslim customers. While the company has posted celebratory messages for multicultural holidays in the past, this is the first time it is reaching out and trying to connect with customers by posting recipes.
According to Chrissy Gauld, the manager of local and ethnic marketing at Walmart Canada, using a recipe in a campaign demonstrates the wide variety of products the company can offer its ethnic consumers.
Walmart is also looking to social media and digital marketing “as a growing channel for all marketing and understanding the consumption habits of our multicultural customer,” says Gauld.
