A New World
National retail chain Target, for example, “is doing everything right” to develop a customer service relationship with Hispanic shoppers, including bilingual signage and a modified product mix. “Greeting cards are half in Spanish. They carry Day of the Dead cards,” McDonald said. “They also have books in Spanish.”
Wal-Mart is another chain retailer that has had to rethink its relationship to Hispanic consumers in select locations around the country, including one of the chain’s most successful branches in Laredo, Texas. A new manager was even hired to restructure service and merchandising to attract a Hispanic majority on this Mexican border town.
“We understand the importance of having a multicultural workforce at all levels,” said Esther Silver-Parker, senior vice president of diversity relations at Wal-Mart. “Our diverse associates enable us to remain relevant to our customers and better serve our communities.”