Despite their increasing spending power, typically large shopping budgets, and notable influence due to their relative youth, a general lack of understanding among large brands and retailers continues regarding Hispanic shoppers and what drives their decision-making process during the path to purchase. Efforts to effectively target this shopper segment have been described as weak at best.
In this three-page white paper plus bibliography from January 2013, POPAI’s Lindsay Scarpello addresses the misconceptions, expectations, and missed opportunities regarding the Hispanic shopper, as well as how they plan their trips to the store and what they value most when they get there.
For brand marketers and retailers to fully comprehend what drives the Hispanic shopper’s trip to the store, they will need to abandon their base knowledge of mass market and start to understand that to them food represents more than just food. It represents family and community, which make those trips meticulous with an attention to detail.
According to a Unilever study, there are four keywords that brands and retailers should use when addressing the needs of the Hispanic shopper: convenience, service, information, and value. Basically, stores need to create an atmosphere that is friendly and feels familiar, like home, and also replace the notion of price with that of value.
Among the top traits that drive the highest dollar intake from Hispanic shoppers are low prices; store gives food ideas; carried unique/wide array of products; ability to find everything needed; and shoppable layout.