Canadian Retail Brands And Shifts In Consumer Communication

The purpose of this thesis is to examine how Canadian retail brands communicate with consumers. The secondary research reflects a total of 24 peer-reviewed and non-peer reviewed academic sources, which focus on consumer experience and brand-consumer relationships. Interviews were conducted with professionals within the retail industry for the primary research. The key findings demonstrate how retailers are communicating with consumers, how retailers are maintaining loyal customers, and how retailers are using advancements in technology to enhance the customer journey.