As the Hispanic population explodes, retailers and marketers are trying to understand the group’s needs so they can stock their shelves with products that appeal to this audience. Having concluded that one size doesn’t fit all in a multigenerational, multicultural society, bricks-and-mortar stores have been micromerchandising for years. That approach is easier said than done on the Internet, but some companies have taken steps. For example, Columbia House has an area on its Web site called Club Música Latina where customers can buy CDs by Latin performers such as Olga and Ricky Martin.
The 10 Retail Web Sites Most Popular Among Hispanics
1
EBAY
4.7 million unique visitors
2
AMAZON
2.9 million unique visitors
3
YAHOO! SHOPPING
1.9 million unique visitors
4
AMERICAN GREETINGS
1.3 million unique visitors
5
DEALTIME
1.1 million unique visitors
6
APPLE COMPUTER
959,000 unique visitors
7
HEWLETT PACKARD
950,000 unique visitors
8
AOL SHOPPING
887,000 unique visitors
9
COLUMBIA HOUSE
839,000 unique visitors
10
TICKETMASTER
789,000 unique visitors
The 10 Apparel Web Sites Most Popular Among Hispanics
1
FOOT LOCKER
266,000 unique visitors
2
LIMITED BRANDS (Includes bathandbodyworks.com, expressfashion.com, limitedbrands.com, victoriassecret.com and whitebarncandle.com )
257,000 unique visitors
3
OTTO GRUPPE ( Includes newport-news.com, spiegel.com, eddiebauer.com and crateandbarrel.com)
252,000 unique visitors
4
OLD NAVY
220,000 unique visitors
5
NIKE
211,000 unique visitors
6
ALLOY
185,000 unique visitors
7
GAP (Includes gap.com, babygap.com and gapkids.com )
159,000 unique visitors
8
NORDSTROM
102,000 unique visitors
9
HOT TOPIC
95,000 unique visitors
10
ZAPPOS
92,000 unique visitors
Comscore Networks, an Internet audience measurement service based in Reston, Va.