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WOONSOCKET, R.I. — CVS/pharmacy is taking a greater step toward targeting the Hispanic market with the launch of its new Spanish-language website.
Like the English-language site, the Spanish version, located at http://es.cvs.com, enables shoppers to manage their prescription account, get health information, purchase products and access coupons. According to a MediaPost article, Google indicated that the new CVS Spanish website consists of 67,000 pages, most of which are product SKUs.
As previously reported by Drug Store News, CVS is working to take its digital program to new heights in the coming years. This move is clearly in line with that initiative, and represents a great opportunity for CVS to further reach its Hispanic shoppers.
In fact, a digital marketing study, conducted by ComScore and commissioned by Terra, revealed that Hispanics are the ideal online consumers and also reaffirmed that the Internet is the main media source of information for Hispanics when are researching information about any service or product. It is estimated that about 30 million Hispanics are online, or 60% of the population.
Furthermore, the study findings, released in January 2011, revealed that, if spoken to and reached with culturally relevant messaging in English and Spanish, Hispanics will react positively to brands online more so than non-Hispanics. In other words, Hispanics seem to be appreciative of the brands that are trying to reach out to them. That certainly represents a significant opportunity for marketers.
According to MediaPost, CVS currently is the third-most popular pharmacy site among Hispanics who use the Internet bilingually or primarily in Spanish, with just under 150,000 monthly visitors.
The MediaPost article also states that, with the launch of the new Spanish-language site, CVS is attempting to do something that only one other retailer — Best Buy — has been able to do: launch and support a robust Spanish-language e-commerce site in the long run.