</Life's not-so-big things>


Background/Overview

  • founded in 1992 by Larry Rossy and offer a huge selection of everyday products and also carry seasonal items.
  • Up until 2009 everything was $1.00 but they then introduced items at price points of $1.50 and $2.00
  • want to emphasize a consistent shopping experience throughout all their stores.

Objective

  • focus on value of products
  • Bring awareness to quality and selection that Dollarama offers

Target

30-40 year old mothers with young children. shopper of the household and appreciate good deals but also place a high importance on the value of items.

Insights

The target market is crafty and creative and can find incredible uses for inexpensive items offered at Dollarama they just need to be reminded that Dollarama should be their number one choice over Wal-Mart, Michaels, or other dollar stores.

Single Minded Thought

Paying high prices for everyday items is ridiculous!

Updates

Native iPad support coming soon!
Design refresh also coming soon!

Life's not-so-big things

Life's not-so-big things
Client: 
Dollarama
Date: 
2011-11
Agency: 
Humber Project
Team: 
Accts: Alex Miller | A.D. Shion Song | C.W. Shauna Roe

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