Knowing your demographics

Poster promoting the 2016 Canadian Mahjong Championships, Oakridge Shopping Centre,  Vancouver, BC

Poster promoting the 2016 Canadian Mahjong Championships, Oakridge Shopping Centre,  Vancouver, BC (Detail)

Knowing your target demographic are a key part of survival for any retailer, or shopping centre. Over the past decade or so the consumer demographics of Oakridge Centre, and the rest of Vancouver's upscale retailing segment, have changed. Chinese consumers have become an increasingly important part of the target demographic.

This demographic change is seen in the number of Vancouver retailers who have Chinese (lunar) New Year promotions.

And now the shopping centre is offering its customers a chance to get the inside track to the Finals of the Canadian Mahjong Championships. I wonder how many of Oakridge's non-Chinese customers know or care about Mahjong?