Each year, the Office québécois de la langue française (OQLF) bestows the Mérites du français (French Merit) award to organizations that demonstrate outstanding francization efforts and promote quality French language in the workplace. This year, Target was awarded that honor in the International Company category.
“Winning the Mérites du français International Company award proves that we focused on the right priorities when we entered the Quebec market,” says Anik Pelletier, group manager, Multilanguage Services at Target. “This award says that we care about our Quebec guests, our team members and the entire francophone population. It’s challenging to become a finalist, but rewarding to see the OQLF recognize our dedication to being a good neighbor and corporate citizen.”
This achievement is a huge accomplishment for Target, especially since this is the first time we’ve operated entirely in a language other than English. With this award, the OQLF acknowledges our hard work in building an experience that’s true to our brand, relevant to Quebec’s unique culture, and respectful of the French language.
Throughout the past two years, more than 300 team members across Canada and the U.S. have worked hard to accomplish this feat. Some of our achievements that led Target to win the French Merit award include:
An adaptation of Expect More. Pay Less. was created after research showed that our French guests would connect more with Trouvez mieux. Payez moins., which translates to Find more. Pay less.
Our guest-facing website (Target.ca) was launched in both English and French in March 2012, a year and a half before our first stores opened in Quebec. This early launch date allowed us to connect with our future francophone team members and guests.
Our Quebec guests can purchase more than 25 of our owned-brand products that now have dual-language packaging.
We felt it was important to have both a French language and a dual-language flyer—known as the weekly ad in the U.S.—for our guests, recognizing that needs differ in certain areas of the province.
Target’s grand opening had a very specific-to-Quebec approach that featured all Quebec talent for our TV spots, a personalized theme of Salut Québec, a Quebec-only design partner (Mélissa Nepton) and billboards that brought iconic Quebec buildings to life.
After launching our dual-language Facebook page, we acted on feedback from our guests and created a separate French-only Facebook page, becoming the first and only Canadian retailer to do so.
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