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  "documentTitle": "Dollarama Inc. (DOL)",
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  "authorName": "Ben Axler",
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  "sourceTypeSlug": "short_seller",
  "sourceTypeLabel": "Short seller",
  "presentationDate": "2018-10-31 00:00:00",
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      "text": "Management wants Dollarama to be a national brand, but it does not appear prepared to run a national business.",
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      "text": "Dollarama has zero social media presence, unlike all of its peers. Not only is the Company out of touch with customers in an industry which demands a high level of customer engagement, but its brand is becoming demonstrably stale.",
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      "text": "Until now, Dollarama has largely been a regional brand with satisfactory name recognition in its provincial home of Quebec. Now that the Company is making a bigger push into Anglophone Canada, management should be more proactive in adapting its strategy to new markets and to a new customer base. Yet management continues to employ a strategy more befitting a sleepy regional business: it does not market or work to improve its brand, it does not stay current with trends, it keeps management within the family, and it is not expanding its logistics chain to support coast-to-coast growth (see subsequent slides).",
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      "text": "Dollarama Makes No Effort To Appeal Millennials – The Next (And Current) Shopping Generation",
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