TORONTO – With its business taking a beating after only one year operating in Canada, Target is hoping to draw customers back in by renaming its Canadian operation ‘Zellers.’
“We know this year has left a bad taste in Canadians’ mouths,” Target Canada president Mark Schindele told reporters as he donned a red polo shirt with the new logo on it, “so we’re going to start over by rebranding with a new name free of any negative connotations.”
Adding: “It’s going to be the moose’s knuckle! That’s the saying up here, right?”
Target Canada’s statement to investors indicated that careful marketing research and analysis of Canadian customer behaviour revealed that changing the name was far easier than just giving Canadians the same products at the same price as Target America shoppers.
At press time, Giant Tiger was thinking of renaming its brand ‘ByWay’.
