Category — Multicultural

Hispanics and loyalty is more complicated than most marketers realize. By Will Minton. Over the past several years, marketers have shown an increasing interest in understanding the Hispanic consumer in order to leverage the community’s explosive growth and purchasing power (estimated to be $1 trillion).

In our review of available data, there appeared to be an absence of focus in understanding the topic of building retailer and brand loyalty for Hispanic shoppers. We, therefore, conducted primary research at several Hispanic festivals delving specifically into brand and retailer loyalty … read >>

A new tracking study reveals insights into Hispanics as shoppers. By Noemi Ricalo. Much has been made about the stunning impact that Census 2010 will have on Hispanic marketing — but what does that mean for serving the Hispanic shopper?

Understanding the Hispanic shopper purchase behaviors, origins and passions is the cost-of-entry with this influential demographic. I have some insider insights and high-level recommendations to share, and will be quizzing you on your Español* later in the article! … read >>