The top 12 retailers where Hispanics say they've been shopping over the past year.
At 44.3 million people, Hispanics are the largest ethnic group in the United States, and they currently boast a buying power of nearly $1 trillion. Over the past year, Scarborough Research asked nearly 23,000 Hispanic consumers, "Where have you shopped over the past 30 days?" Many of the top retailers chosen have several initiatives in place to specifically target Hispanic shoppers. Tim Kregor, president of Nielsen Consumer Panel Services, recently noted of the needs of these consumers, "By understanding what Hispanic consumers are buying, where they're buying it, how they're buying it and why, retailers and marketers can adapt product offerings and promotions to ultimately better satisfy this rapidly growing and diverse consumer segment."
1. WAL-MART Hispanic consumers who said they shopped here: 56 percent "Hispanics have a greater affinity for Wal-Mart than any identifiable segment of the U.S. population," H. Lee Scott, chief executive officer, said last year during the company's annual media conference. He pointed out that over a thousand Wal-Mart stores have predominantly Hispanic shoppers, and that his organization is working to continue to reach out to Hispanic consumers. "We are learning a great deal about Hispanic trends through our stores in Mexico and Central America," Scott stated. "We are also spending about $45 million per year in Spanish-language advertising."
2. TARGET 34 percent Earlier this year, ImpreMedia, the number-one Spanish-language newspaper and online publisher, said its flagship publication, La Opinión, had entered a multiyear partnership with Target that calls for the retailer's ad inserts to be placed in La Opinión and La Opinión Contigo, two of its Los Angeles-based newspapers. Target operates nearly 100 stores in the L.A. area, the largest Hispanic market in the country. Target offers "a surprising selection of ethnic food choices on the grocery shelves of SuperTarget stores...a variety of Latino music...[along with] many other multicultural merchandising choices," according to the company.
3. J.C. PENNEY* 20 percent In July, J.C. Penney presented three Hispanic students with college scholarships — each worth $15,000 — at Spanish-language network Univision's annual Premios Juventud awards show for exceptional youth. Penney's is the official retail sponsor for Premios Juventud. The company is also taking other strides to reach its Hispanic consumers: Last year, six of its associates were featured in "Somos J.C. Penney," a special advertising section in People en Español magazine during Hispanic Heritage Month, and the company's Web site contains a section entirely in Spanish.
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