‘Culture shop’: Targeting the Latino customer
The Hispanic opportunity represents a "new American reality," noted Roberto Ruiz, SVP strategy and insights for Univision Communications, last month at the Consumer Healthcare Products Association’s Annual Executive Conference. Hispanic-Americans aren’t assimilating into the American melting pot. "We’re hearing people say they are ‘200% individuals’ in our focus groups," Ruiz said. "100% American and 100% Latino."
By the end of 2012, approximately 54.5 million Hispanic-Americans were living in the United States — about 20% of the total U.S. population; in the next generation, that number will reach 30%.
Reaching this heterogenic population has become less about the language and more about addressing the culture "in a way that’s sincere and respectful," noted Doug Stukenborg, Target divisional merchandise manager for pharmacy, OTC and optical. "It can’t be done in some … corner office. A diverse marketplace needs to be embraced across an entire organization, from the boardroom to the sales floor."
In stores that target the Latino shopper, Target looks for a mix of brands familiar to customers from their country of origin, as well as U.S. brands that over-index among Hispanics. "It’s a balance of bringing in those key items that we need to have in order to be relevant [with the Hispanic consumer], but also really thinking about what does she care about as a consumer. Some of the unique items we bring in … may not be performing at levels that would normally keep them on the shelf, but … it creates the right impression that helps her understand we’re a store for her."
For CPG manufacturers, making sure their message breaks through may mean duplicating marketing efforts. "This is not only a valuable consumer … but also one very new to messaging," said Reny Diaz, Nielsen director client engagement. "Fifty-seven percent of viewers of a Spanish broadcast aren’t reached [with] English [messaging]."
Polaroid’s Fotobar blurs line between retail, entertainment
DELRAY BEACH, Fla. — Polaroid unveiled its new concept, Polaroid Fotobar, here, in February, with plans to open at least 10 locations this year. The 2,000-sq.-ft. store is positioned both as a place to shop and a center for recreation and entertainment, allowing customers to release "trapped" photos and display them as premium-quality art. Customers can select pictures taken with their phones and wirelessly transmit them to a bar-top workstation for ordering prints or instantly uploading them to Facebook, Instagram, Picasa and other platforms. A multipurpose room, The Studio will include photo classes, private parties and studio space. Other locations are planned for New York, Las Vegas and Boston.
DSN to co-host pre-TSE forum: ‘Creating the Future’
LAS VEGAS — Top-notch talents will be featured here at the Westin Hotel immediately before the inaugural Total Store Expo event to discuss top-line retail strategies. Hosted by the Mack Elevation Forum along with The Drug Store News Group, the one-day summit event, “The Seven Ideas to Create the Future,” will give attendees a grasp of industry best practices in marketing, merchandising and retail consumer packaged goods strategy.
“They best win through joint development, and they are in a constant dialogue with their partners,” noted Dan Mack, EVP strategic business development, who will be moderating the forum. “They create the future.”
- Joe Magnacca, CEO of RadioShack, will share how to create a game-changing culture that emphasizes speed to market and customer experience;
- Dennis Moore, Nielsen SVP analytics, will uncover five big data blind spots to reveal hidden insights; Google’s head of CPG Catherine Roe will discuss social media in brand building;
- IRi VP, general manager strategy Larry Levin will discuss incremental growth and productivity through localized assortments;
- Ken Martindale, Rite Aid COO, will discuss unleashing hidden assets; and
- Walgreens’ Shannon Curtin, VP beauty, personal care and seasonal, will discuss the best practices of effective collaborative vendor co-creation on new item launches.
“It is not brick-and-mortar versus digital,” Mack noted. “It’s how do you talk to the consumer with one voice.”