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Hispanic Retail Stores
NEW YORK (AdAge.com) -- In what appears to be a major expansion of their marketing programs as well as their attitudes, many big U.S. retailers are spending more to target Hispanics as they do research to identify and develop Hispanic-designated stores.
Retailers ranging from home-improvement chain Home Depot and electronics giant Circuit City to department stores like JCPenney and discounters such as Target Stores are adding bilingual signage, collateral materials and staff and tweaking merchandise to appeal to a growing Latino community that accounts for 14% of the U.S. population but shops disproportionately in certain areas. See full story at adage.com - Mercedes M. Cardona.
Marketers can also compare the performance of Hispanic and non-Hispanic stores, or set different targets. JCPenney’s Hispanic-designated stores, working with Hispanic agency Dieste Harmel & Partners, Dallas, were supposed to grow 2% faster than others. In fact, the HDS stores grew sales by 11.2% from February through September 2004, compared to 6.6% for all JCPenney stores.
Ahorre September 5, 2005 02:52 PM