Best Practices for Retailers Trying to Reach the Hispanic Market
Although Hispanic consumers are much more likely to know which brands or products they're going to buy before shopping, they're also influenced by in-store price reductions and in-store ads.
For Hispanics, shopping is an experience from the moment they conceive the idea of buying a product up to the point they get it. There are no worries about the time spent searching the internet or visiting a brick-and-mortar store.
Hispanics are extremely media savvy and are embracing the web, social media and mobile at a very rapid rate. Some more valuable information about Hispanics that marketers must consider when trying to reach this growing consumer segment includes the following:
- Hispanics are more likely to buy the latest phones, upgrade them and use their special features.
- According to eMarketer, 29.6 million or 59.5 percent of U.S. Hispanics go online at least once a month, and this number is expected to increase to 39.2 million (or 70 percent) by 2014.
- According to La Agencia de Orci, Latinos are the heaviest users of the web via their cell phones.
- Nearly 80 percent of Latinos engage in some type of social media, finds La Agencia de Orci.
What Actions Have to be Carefully Developed in Your Cross-Channel Marketing Strategy?
Prioritize your mobile strategy when planning the optimal shopping experience for Hispanics. Pay special attention to the importance of working with the right mobile partners, who will help you create strategies — both customized and differentiated — designed to enhance the shopping experience outside and inside the store. Also, make brick-and-mortar stores interactive via mobile technology. Create apps that drive foot traffic to stores, make mobile-specific offers or provide better in-store information.
Use Email to Connect With Hispanic Shoppers More Effectively
Ask your customers which language they prefer to be contacted in. The more tailored your emails are in terms of content and frequency, the better you'll be able to take advantage of personalization. But be careful of the messages you send. Hispanics dislike the idea of receiving an email containing poorly translated Spanish. Doing so suggests Hispanics are an undervalued customer segment.
Make Hispanics Feel Like a Part of Your Brand, Not an Isolated Group
Successful social media marketing programs involve listening and participation, rather than attempting to sell directly. Be aware that you can't control the message; embrace positive or negative feedback as an opportunity for consumer engagement. Doing so will provide you with invaluable feedback about your brand and how your customers want to be treated, helping you to build strong relationships with the Hispanic audience.
Work constantly at maintaining and improving the actions listed above and you'll have guaranteed Hispanic loyalty. And don't forget about your brick-and-mortar store, because in the end Hispanics will always be aware about what's happening in your store.
Ricardo De La Blanca Brigati is CEO and founder of the DLB Group, an integrated marketing services company.