A New World
While a majority of Hispanic consumers tend to shop at brick-and-mortar stores, commonly as a family unit, their buying power is increasingly impacting e-commerce. Crutchfield, a specialty electronics dealer with a longtime mail-order business, launched a Spanish language website that includes thousands of products and technical information. Spanish-speaking users can also access buying and installation guides found in the retailer’s catalog. “Our sales advisors told us that a growing number of their customers wanted to research and purchase their consumer electronics online in their native language,” said owner Bill Crutchfield.
Other retailers are also reaching out. Circuit City stores catering to large Hispanic populations now feature bilingual signage and sales associates. Spanish-speaking call center representatives are available to answer questions this holiday season. And the chain now offers shipping to Puerto Rico.
Home Depot partnered with national Hispanic organizations to boost hiring of native Spanish speakers in its stores throughout the United States. Select locations feature bilingual service and signage. And IKEA has launched an ad campaign featuring a Spanish-speaking couple. The international retailer also began opening stores in densely Hispanic regions that feature bilingual sales assistance and signage. —NHD