SOURCE: Draftfcb

October 17, 2007 15:23 ET

Draftfcb Expert Gives Advice for Reaching Hispanic Shoppers at Retail

CHICAGO, IL--(Marketwire - October 17, 2007) - Jim Lucas, senior vice president and director of Shopper Marketing at Draftfcb Chicago (, addressed attendees of DMA07 in Chicago today, giving advice on reaching Hispanic shoppers at retail. Lucas outlined four areas that marketers must focus on when targeting Hispanic shoppers: language, behavior/instinct, retail environments and timing/calendar. Lucas also stressed the importance of understanding the Hispanic and multicultural shopper and the life events associated with shopping experiences, explaining that simple translation within the traditional retail space is not enough for those who are hoping to grow their business via the increasingly large purchasing power of Hispanic shoppers.

"Language is the green's fee when it comes to multicultural marketing. Creating messages that are in the right language and that are relevant to the Hispanic Shopper is a must," explained Lucas.

On Shopping Behavior, Lucas added, "Direct mail, newspaper circulars and coupons are all very important elements of influencing behavior 'pre-shopping,' but the most impact on influencing shopping behavior takes place with what's known as Shopper ROI or Return On Involvement. But what will deliver the ROI or shopper satisfaction for Hispanics is product assortment, special merchandising areas, knowledgeable and bilingual staff, unique events, and ultimately, a store designed specifically for them."

"One of the best examples of an effective Retail Environment for the Hispanic shopper is Carnival Supermarkets," said Lucas. "They have created in-language signage, a completely new store layout, promotions focused on Hispanic life events, and unique areas of the store such as a 'tortilleria' where shoppers can pick up freshly made tortillas."

A proprietary qualitative research study Draftfcb conducted with Hispanic shoppers in the Chicagoland area provided insights into the importance of timing/calendar. In one example, Lucas identified First Communions as an important life event that usually takes place during late winter or spring. We matched up that event with the need for baked goods at the dulceria and determined that marketing messages centered around baked goods and that featured specific "life-event-related" products during this time period would be warmly accepted and show that the retailer understands its shoppers."

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