There is a lot to understand about the Hispanic shopper. In particular there’s a lot of empty space between what brands know about the consumers in this demographic and what retailers know about how and why they shop. The intersection of these two knowledge bases is the new crossroads in truly understanding how to market pre-, during and post shopping to this consumer. And most brands and retailers are not there yet.

It’s really [about] understanding how to get to the deeper insights that will influence the behavior of the Hispanic shopper,” says Frenchie Guajardo, vice president of digital and shopper marketing at Marketvision (photo, right). “There is a vast knowledge gap in the industry. The information is just scratching the service. Manufacturers are just beginning to understand the differences. Retailers are still testing and trying to understand the differences in behavior and how their current marketing is performing with their Hispanic shoppers.”

Read Guajardo’s five tips to make that happen at Chief

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