Leading National Health Care Retailer Strengthened Cultural Relevance to Drive Consumer Growth

The Challenge

A leading national healthcare retailer needed to authentically connect with America’s rapidly diversifying consumer base. Demographic shifts highlighted gaps in cultural relevance across marketing, store experiences, and enterprise-wide insights. To grow market share among Hispanic, Black, Asian, and Gen Z consumers, the brand required a long-term partner to elevate cultural fluency and drive inclusive, data-driven decision-making.

The Solution

Collage partnered with the retailer through a scalable, always-on cultural intelligence model. The approach integrated platform access, cultural subject-matter expertise, and custom learning experiences to deepen understanding of multicultural motivations. Continuous insights, tailored support, and in-culture research equipped teams across the organization to strengthen resonance, optimize advertising, and enhance customer experiences.

Key components included:

• Access to Collage cultural intelligence platform, providing always-on insight into cultural trends and segment-specific behaviors across Hispanic, Black and Asian consumers.
• Expert on-call support through SME Hours, giving teams direct access to cultural subject matter experts, marketing strategists and research professionals. Enhanced with ad hoc custom projects, as well.
• In-person custom learning experiences designed to elevate understanding of cultural traits, values, and consumer expectations across the organization.

The Business Impact

Insights from Collage now influence decisions across the entire enterprise, from audience strategy, brand marketing, merchandising, workforce strategy, and in-store operations. These learnings strengthened the retailer’s ability to authentically connect with multicultural consumers, improve the customer experience, and grow market share.

The partnership delivered across five key areas:

1. Higher return compared with one-off research approaches

Regular access to multicultural insights provided more meaningful value than isolated custom projects. This ensured that teams stayed continually connected to cultural shifts and emerging growth opportunities.

2. Stronger advertising effectiveness

Collage’s CultureRate: Ad evaluation of a Spanish-language pharmacy campaign revealed specific cultural drivers that influence resonance across Hispanic consumer segments of different acculturation levels. The Ad testing and insights guided optimization to better reflect multicultural consumers’ needs and preferences, and the performance in-marketing drove incremental sales.

3. Strengthened marketing performance

Immersive learning experiences equipped teams with deeper knowledge of multicultural consumers, enabling more precise targeting, more resonant creative, and more effective go-to-market strategies. This alignment directly improved campaign relevance and contributed to measurable gains in marketing effectiveness. NPS among targeted consumer groups also increased.

4. Improved customer experience inside retail locations

The company leaders deepened engagement with frontline employees to strengthen awareness of real customer experiences and direct feedback on merchandising needs. This informed merchandising decisions and new store-level practices, which have resulted in higher trust scores and repeat shoppers.

5. Updated research methodologies for cultural fluency

Collage partnered with enterprise research teams to adopt best practices for multicultural research. This ensured that insights generated anywhere in the organization accurately captured cultural nuance and produced truly inclusive learnings.

Learn what top brands say about Collage and how they apply cultural intelligence to fuel growth in our client case studies and testimonials.

Want to find out why leading global brands rely on Collage’s insights and cultural expertise to accelerate revenue growth? Let’s talk.