Not to be outdone by Wal-Mart’s recent announcement that it will build new stores catering to specific demographics, including Hispanic customers, Cingular announced last week that it will reconfigure 420 stores in 40 cities to market to the same group. Signs and other displays will now be bilingual, as will the sales staff who, according to Cingular, “will be trained to handle the needs of Latino consumers using culturally appropriate selling techniques.”
While the “culturally appropriate selling techniques” are yet to be disclosed, the locations, chosen based on Hispanic population density, include stores in Texas, California, Illinois, New York, Florida, Georgia, North Carolina, Virginia and Oregon, among others. Cingular Vice President and Regional Manager for South Texas Andy Shibley claims, “Hispanics over-index in almost every category: they use more minutes, they make more long distance calls, they text more and they download more ringtones.”
Other specializations include Spanish language bills and websites, bilingual call centers and prepaid roaming to Mexico. Hispanic advertising in these areas will read “Adelante” (“Forward”) in place of Cingular’s English language tagline, “Raising the Bar.”
David Thomas, CEO at Evident, is an accomplished cybersecurity entrepreneur. He has a history of introducing innovative technologies, establishing them in the market, and driving growth – with each early-stage company emerging as the market leader.