Canada Post Borderfree Takes a Snapshot of Population

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Canada Post Borderfree debuted a segmentation system yesterday to help U.S.-based retailers identify and communicate with Canadian consumers who show the highest demand for their products.

Borderfree, Toronto, provides market intelligence, logistics and technology services to help retailers fulfill cross-border transactions. Its clients include L.L. Bean, Brookstone, Lands' End, Puma and Sephora.

Snapshot looks at data on 31 million Canadian consumers from multiple sources and identifies subsegments of the population based on spending habits, lifestyle and media preferences. This lets retailers target select consumers with relevant offers and minimize marketing spend.

Canada Post's Borderfree division said it currently uses Snapshot to optimize its own consumer demand marketing campaigns that feature and promote participating retailers. These acquisition campaigns include mass media, direct, public relations and interactive channels.

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