Unlocking multicultural growth opportunities with AskGenie

Dulux, a giant in the Australian paint industry recognised the need to better engage with their multicultural trade customers and was seeking to understand which audiences and trade stores would be most valuable to target to deliver culturally customised marketing and sales efforts. Dulux also sought opportunities to enhance customer loyalty and maximise lifetime value within existing multicultural customer segments.

The Approach

CulturalPulse leveraged its proprietary AskGenie cultural analytics platform to perform a comprehensive analysis of Dulux’s customer base, identifying cultural diversity and behaviour patterns:

• We delivered detailed segmentation of customer groups, high-value growth opportunities, and localised insights for targeted engagement.
• AskGenie’s powerful cultural analytics provided a multi-layered view, uncovering trends in customer purchasing behaviour and preferences, with particular focus on underrepresented groups like Asian and Middle Eastern trade customers.
• We uncovered actionable insights, localised at a store level, to assist Dulux to consider how they will optimise outreach, tailor product offerings, and allocate resources to drive deeper engagement with multicultural trade customers.

The Outcome

• Identified Asian and Middle Eastern communities as high-potential growth segments.
• Highlighted that multicultural customers often fall into higher revenue tiers, justifying investment in culturally tailored loyalty programs.
• Equipped Dulux with live, store-level insights to help managers optimise inventory, marketing, and service for multicultural clients.