Is it working?
Sales are 20% higher at these locations than former general market footprints, according to Drug Store News.[6]
Like Publix Sabor (meaning flavor in English), stores are outperforming general market stores. New American Dimensions, a Los Angeles-based ethnic marketing firm reports that, in Miami, 32% of unacculturated Latinos shop at Publix.
HEB reigns in Dallas markets according to New American Dimensions, which reports the retail giant attracts 88% of San Antonio’s unacculturated shoppers.
“About ten years ago, we saw retail chains beginning to realize the need to improve the Hispanic consumer’s shopping experience,” says Expósito-Ulla. “The first steps for many were to hire more Spanish-speaking staff, add bilingual signage and expand their offering to include products that appeal to Hispanics. Now, we’re beginning to see increased shopper marketing to deliver messages where the purchase decisions are being made.”
Consumer response rates will continue to increase in concert with the integration of higher touch consumer outreach campaigns, according to Promotional Management Group, Inc. (PMG), a full service below-the-line retail and entertainment firm specializing in Hispanic consumer promotions at the point-of-purchase.
Indeed, PMG reports that the combination of themed Hispanic in-store experiences with retail and CPG companies have resulted in double digit category sales lifts (above static demonstrations).
The Freedom of Free Standing Inserts (FSIs)
The Free Standing Insert (FSI), a long-standing staple among CPG manufacturers, is gaining attention with manufacturers interested in cost-effectively capturing Hispanic consumer loyalty and retail tie-ins, according to Ethnic Print Media Group Vice President Trevor Hansen, a San Diego-based ethnic media specialty firm.
According to research by the Newspaper Association of America, 83% of Hispanic adults use newspaper inserts (preprints or Free Standing Inserts).[7]
Shopping – A Family Affair For Hispanic consumers, shopping can be a family affair, an outing for all ages from abuelos (grandparents) to nifios (children). Family-friendly environments and reverence to extended elders help generate loyalty and repeat patronage. |
| • 50% of Hispanic Shoppers prepare and stick to a
grocery list. ACNielson 2006 |
| • Hispanics spend 46% more than the typical American
consumer on groceries. Source: FMI 2005 |
| • Hispanics make an average 26 grocery trips per month, three
times more than the average of the general U.S. shopper. Source: FMI 2005 |
| • Hispanic households spend an average of $133 per week
on groceries – significantly higher than $92.50 per week
for shoppers of other ethnic groups. Source: FMI 2005 |
| • Hispanic shoppers budget more often than other
market segments. The majority (62%) plan their trip
before preparing a shopping list and by looking at
weekly circulars and advertisements for specials and
comparing prices at different stores. Source: 2005 El Mercado Report |
Continue >>
Back <<