Improving the In-Store Experience for Hispanic Shoppers
Hispanic shoppers are incredibly savvy. They expect both value and quality, and they are willing to look long and hard to have their expectations met. In fact, Mintel found that as many as 72% of Hispanics shop at multiple stores in order to find the best value. Mainstream stores need a strong value proposition to reach Hispanic consumers.
That’s not just about price and discounts, though. It’s about quality and experience. Our Insights to Action research found Hispanics are looking for the cuts, ingredients and products they need for authentic recipes. If retailers want to draw in Hispanic consumers, they have to make changes.
Here are three ways to improve the in-store experience for Latino shoppers today:
Offer the Right Cuts
Mainstream retailers who want to capture more loyalty from Hispanic customers need to make sure they have the right pork cuts on hand that are crucial to the authentic dishes their customers are making. If products like thin-cut pork chops, pre-cut ribs or cubed shoulder aren’t available, Hispanic consumers are likely to shop elsewhere or switch to a different protein.
Promote Authentic Cuisine
The addition of in-store signage, displays and prepared dishes inspired by the cuisine from your customers’ country of origin can help drive more pork purchases. They allow retailers to target the diversity among their local Hispanic population and provide the perception of authenticity, freshness and quality. This is a strategy that goes beyond the meat case, and should be adopted for the entire store – from the produce department to the spice aisle.
Hire In-Culture Staff
Hispanic consumers are drawn to stores that understand the types of cuts and the names of those cuts in their country of origin. Retailers that have Spanish speakers on staff who know authentic recipes and are able to offer meal suggestions have the opportunity to draw more Hispanic shoppers. Those relationships can go a long way in building customer loyalty.
Hispanic shoppers may turn away from mainstream stores because they don’t offer the cuts and products these consumers want.Beyond price and quality, retailers have to become more inclusive in every aspect of the in-store experience. If they don’t, they risk losing out on this once-in-a-generation opportunity to build loyalty with one of the fastest-growing consumer segments in this country.
What in-store strategies are you using to attract more Latino shoppers?
Let us know, and we might feature your work in an upcoming newsletter!