Meeting the wants and needs of two markets in the Gatineau Valley

The Gatineau Valley benefits from both the presence and traffic of vacationers, who represent a lucrative market for the vast majority of our companies. This market (vacationers) combined with our local market (permanent residents) are the envy of several other regions, which would also like to enjoy this advantage and have two markets to serve in the same region. This poses a challenge to entrepreneurs, however, as it involves meeting the needs of two groups that have different socio-demographic profiles. The question is how. For starters, it is important for entrepreneurs to accurately pinpoint and analyze both markets to find out who makes up each one in order to tailor their strategies. What kind of customers are they? What are their habits, their demands and their expectations?

Permanent residents

Entrepreneurs are quite familiar with the permanent residents, whom they have regular dealings with all year round. They know their customers personally and even associate with them. These customers have their habits and follow a routine. They are used to the companies here and vice-versa. It is a natural market both for merchants and customers. There is a local and friendly dynamic that is quite different than in an urban setting. Since we are permanent residents, it is only normal that we have a keen sense of belongingness to the region. These dealings with local customers, though, may cause us to lose sight of the fact that most vacationers come from the city and do not have the same buyer behaviours.

Vacationers

Vacationers, for the most part, are in vacation mode and have time on their hands. They are coming to the Gatineau Valley in increasing numbers, and their cottage has become a destination in itself. From 2005 to 2014, the length of their stay has almost doubled (cf., the 2014 Study on Vacationers in the Gatineau Valley RCM). In addition, this trend is expected to continue in the next few years. It is up to us to help them develop a sense of belongingness to the region. They enjoy being recognized when they return to businesses in the summer. Moreover, 5.7% of them are planning on permanently settling in the Valley. They normally spend their money on hardware items, construction materials, food, gas and fuel, purchases of and repairs to motorized vehicles (cars, motorcycles, snowmobiles, quads, and boats), alcohol, wine and spirits. They look for businesses different from big box stores, where they are considered just numbers. They like friendly businesses different from one another, which provide personalized and courteous service, and that is our trademark here in the Valley. They are seeking a shopping experience. They would like to have more information on what businesses are offering in the Valley.

It is now up to you to make the most out of both markets. Each one has its own characteristics. The idea is to find a balance between both, and that will do it! The presence of vacationers represents an opportunity for you to document who they are, find out their needs and develop business opportunities in order to gradually serve them better!