According to the 2002 Census, Hispanics have become the largest and fastest-growing minority group in the U.S., with a population of 38.8 million. As their numbers have grown, they’ve gained economic clout; Latinos now represent half a trillion dollars in purchasing power. Some retailers have tailored their product mix to appeal to Hispanic consumers, whose favorite retail venues are mass merchants and supercenters. A survey by WSL Strategic Retail asked Hispanic and non-Hispanic shoppers about their favorite store attributes. The results are listed below.
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ATTRIBUTE: IT’S A GOOD PLACE TO SPEND TIME BROWSING
Hispanic: 70 percent
Non-Hispanic: 62 percent
Wendy Liebmann, founder of WSL Strategic Retail, said survey results indicate that browsing is an important emotional connection to a store. “It was a real clue to us about this new definition of value,” she said. “It wasn’t just about low prices or convenience, but the thrill and excitement that shopping can bring.” -
ATTRIBUTE: I ACCOMPLISH A LOT IN ONE TRIP
Hispanic: 68 percent
Non-Hispanic: 63 percent
In many ways the second generation of Hispanic shoppers is as time-stressed as their Caucasian counterparts if not more. They rate mass merchants as their favorite shopping venue by a wide margin, 60 percent, compared with their second-favorite venue, department stores, 14 percent. -
ATTRIBUTE: CONVENIENT LOCATIONS
Hispanic: 64 percent
Non-Hispanic: 60 percent
As the average household income of Hispanic families has grown, customers now have an opportunity to shop in a greater variety of stores previously unavailable to them. -
ATTRIBUTE: OVERALL APPEARANCE AND CLEANLINESS*
Hispanic: 62 percent
Non-Hispanic: 62 percent
This is a universal concern. -
ATTRIBUTE: ATTRACTS CUSTOMERS YOU FEEL COMFORTABLE BEING AROUND*
Hispanic: 62 percent
Non-Hispanic: 60 percent
Liebmann said that while Hispanic consumers have different tastes and needs, when it comes to the bigger picture, they want to be treated as part of the mainstream. Cosmetics companies discovered this when Latin women bought makeup with suitable colors incorporated into existing brands rather than singled out in separate lines. -
ATTRIBUTE: GOOD BARGAINS AND SALES
Hispanic: 61 percent
Non-Hispanic: 52 percent
Although their incomes are rising, Hispanics remain price-sensitive and are drawn to sales and bargains. -
ATTRIBUTE: CUSTOMER SERVICE
Hispanic: 59 percent
Non-Hispanic: 49 percent
“As far as the notion of customer service, it’s not that people don’t want it or it doesn’t make a difference, it’s that they’re expectations aren’t very high,” according to Liebmann. “Shoppers said, ‘Good customer service doesn’t make you my favorite store, but bad customer service makes you my least favorite.’” -
ATTRIBUTE: MAKES YOU FEEL LIKE A SMART SHOPPER
Hispanic: 58 percent
Non-Hispanic: 46 percent
No one wants to think that they paid too much for a product or bought an inferior product. Hispanic shoppers entering unfamiliar venues are sensitive to this issue. -
ATTRIBUTE: HAS NEW AND INTERESTING ITEMS
Hispanic: 53 percent
Non-Hispanic: 43 percent
Since apparel brands such as the Latin-themed Thalia and JLo debuted and stores like Eddie Rodriguez opened, Hispanic consumers expect to see more new styles and accessories directed toward their aesthetic. They are also apt to buy the latest in several categories, including fragrance and fashion. -
ATTRIBUTE: ADVERTISED ITEMS IN STOCK
Hispanic: 51 percent
Non-Hispanic: 49 percent
For Hispanic consumers, a retailer’s least important attribute is having advertised items in stock. Caucasians, on the other hand, ranked new and interesting items at the bottom of the list. Liebmann said consumers are jaded and feel like they’ve seen it all.
SOURCE: WSL STRATEGIC RETAIL’S HOW AMERICA SHOPS 2004; wslstrategicretail.com; * SIGNIFIES A TIE