How to attract 35 million Hispanic consumers

08/15/2002 12:00:00 AM
Elizabeth Ashby

Besides having the right mix of produce, product must be displayed in a way that appeals to Hispanic consumers. Franjul says retailers should strive for large, bulk displays that will entice the eye and exude freshness. Lydick says Hispanic consumers want produce stacked in large displays so they can sort through it and pick out the best products. At Cub, Hispanic shoppers like items priced by the each, such as limes at 10 for $1.

It also is important to create a Hispanic-friendly atmosphere. At J&J Supermarkets Inc., Gainesville, Ga., a two-store chain, Spanish music is played over the intercom. Lydick says the store knows that the majority of its Hispanic consumers shop on Saturday afternoons, so at noon, it switches over to a Latin radio station to make the Hispanic shoppers feel more welcome. He says the stores also use colorful signs to create excitement.

IN- AND OUT-OF-STORE ADVERTISING

Before you can sell Hispanic produce, you need to let Hispanic shoppers know you carry the products they need. Franjul says communication is key to getting Hispanics through the front door.

“As long as promotions and coupons are done in Spanish, we would use them. You would get the same redemption as you would with rest of the market if they were in Spanish,” Franjul says.

FMI’s study showed that 68% of Hispanic shoppers agreed they understand advertising better in Spanish, so many retailers have begun to advertise that way.

Shaw’s Supermarkets Inc., West Bridgewater, Mass., a chain of 187 stores, circulates ads in Spanish around holidays to attract shoppers. Buy for Less runs a biweekly ad in a local Spanish newspaper year-round. Lydick says there are about 350 Hispanic newspapers across the U.S. with reasonable advertising costs. He also says radio is a big draw for Hispanic shoppers, which was one advertising avenue Cub was considering for the future.

Suppliers, too, can advertise nationally to increase Hispanic consumption of their products. The Oppenheimer Group, Vancouver, British Columbia, began a three-month Zespri Gold kiwifruit promotion in July. The campaign promotes the fruit as “Tu Pila Natural” or “your natural battery,” a slogan designed to communicate the energy and nutrition derived from kiwifruit, according to a company press release.

Oppenheimer is targeting the Chicago market with its campaign because 26% of the city’s population is Hispanic. During the promotion, the slogan is appearing in bus shelters and billboards. Thirty-second radio ads are playing on Spanish language radio stations, and the product is being featured at three major Hispanic festivals in the city, which are predicted to attract 1.5 million people. Once Hispanic consumers enter the store, Oppenheimer has Spanish point-of-sale materials and in-store demos take over.


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