I recently read Henry Fung’s blog about Target’s plans to change its store to better fit the Canadian culture. Firstly I think this is a very appropriate strategy for Target to implement since I have now heard countess repetitions of; “We’re not American we’re Canadian.” I’ve been quite surprised about the clear distinction many Americans and Canadians draw between their cultures. I then started thinking about the culture differences I have noticed compared to what I’m used to in England. Though originally skeptical I soon realised I could make a list a page long. For me this further emphasised the importance of reviewing the appropriateness of marketing strategies when considering expanding internationally. No consumer wants to buy from a company who doesn’t understand their culture and consequently their true needs and wants.
Just for fun, here’s some of the most prominent differences I have noticed:
-Price labelling. The fact that Canadian and American shops only display prices before tax has to be one of the most annoying marketing tactics I’ve ever come across.
-Starbuck’s apparent aversion to non-take-out cups as well as the assumption that I want whipped cream on top of my drink. Maybe I enjoy wrapping my hands round a warm ceramic mug and I don’t want extra cream I just forgot to mention it because I’m so used to English baristas giving me the option when I order.
-Ikea meatballs. So the only reason I really go to Ikea in England is for meatballs and Daim bar cake in the restaurant. I went to Ikea in Seattle before the start of term, the meatballs were terrible and there was no Daim bar cake. Devastating.
-You can turn right on a red light. What?!
-French translations on everything. Least its letting me practice my very rusty French.
-Sarcasm. In England sarcasm is par for the course. Canada doesn’t seem to grasp this concept to the same extent, which has lead to several bewildered and occasionally offended looks from my new Canadian friends.
-Accents, obviously the English accent is very different to American or Canadian and I must say I miss the rough Northern accent of a Mancunian.
(Disclaimer: I love Canada especially Vancouver and these differences are only adding to my amazing experience!)