the company has 35,000 fans who provide reviews, engage in contests and enjoy previews of new products. Remarketing uses data from users’ searches to target advertising. Wicker Emporium works with companies to connect with users who are looking for a furniture or home décor. The model is more trackable in terms of success rates than traditional adver- tising, as the remarketing companies do not get paid unless there is a sale, or conversion. Raj understands that ultimately, no one understands millennials better than other millennials. Wicker Emporium has taken part in several innovative initiatives connecting them with students in recent years. They have done design contests with students at the Nova Scotia College of Art and Design, and last year, they took part in a live case competition with the David Sobey Centre for Innovation in Retailing and Services, a retail research centre located at
the Sobey School of Business, Saint Mary’s University.
“The great thing about students is they don’t come with baggage, or precon- ceptions about what didn’t work before. Because of the quickly-changing con- ditions, sometimes a solution that didn’t work five years ago will now. Students come to a problem with fresh eyes and a total openness to possible solution. Sometimes when you recruit really experienced people, even though their judgement is beneficial, their prior experience can be an obstacle – some- times it becomes obsolete.” Raj will soon undertake another project with students via the David Sobey Centre, employing them to help with some market and segmentation research. If the quest for millennial customers is like searching for the fabled Moby Dick, Raj Kapahi is on the right path—with a physical and virtual presence, Wicker Emporium’s line of on-trend sustainable furnishings and décor items are exactly what this elusive market are seeking.
19
AUGUST 2016 • SPOTLIGHT ON BUSINESS
Made with FlippingBook Online document