Unprecedented analysis of brand affinities in Quebec
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As announced, here is the recording of our conference (French only) presented on October 30, 2024, at the 30th edition of HOP - The Retail Summit in Montréal.
An overview of brand affinity in Quebec
For the third year running, Propulso took advantage of HOP - The Retail Summit, to share its innovative and ethical data analyses, offering unique insights to participants. Our CEO, Mathieu Le Reste, unveiled the exclusive results of a brand affinity analysis, based on an impressive sample of 1.7 million mobile devices, covering over 150 brands present across Quebec in 2023.
This analysis, produced using our GeoIndicators, highlighted brand affinity by major category, offering specific insights into the eyewear, gyms, pet shops and fast food sectors. Mathieu also discussed why loyalty programs don't necessarily increase consumer loyalty, and revealed in which retail industry Quebec customers are the most loyal.
A Canadian version of affinity analysis presented in 2025
Given the enthusiasm generated by this analysis at HOP, we are preparing a version adapted for the Canadian market, scheduled for a major event in 2025. This national expansion will enable retailers across Canada to benefit from these insights to improve their competitiveness and adjust their strategic positioning.
Reminder: what is brand affinity?
Brand affinity measures the degree to which two brands are shared by consumers in relation to the general population trend. This makes it possible to understand which brands attract shared customer bases, and to shed light on unexpected relationships. This year, for example, our analysis revealed some surprising affinities, such as those between pet shops and ice cream parlours, or pet shops and bicycle stores, showing how surprising buying habits can be.
Affinity research offers retailers a unique perspective for :
- Gain an in-depth understanding of their customers' profiles
- Refine their personas for more precise targeting
- Optimize marketing plans and advertising placements
- Measure the impact of a sponsorship or loyalty program
- Develop strategic partnerships with compatible brands
- Identify the best locations for their store network
Affinity reporting for your business?
Would you like to know how a customized affinity report could enrich your strategies? Whether to develop strategic partnerships or to better understand your consumers, our analysis is designed to support your decision-making and propel your brand's growth.
