Post on 01-Jul-2015
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IN-STORE MARKETING TO NATIVE SPANISH SPEAKERS Maddy Osman
Plainfield North – 3270
¿Why do it?
Current Initiatives
Bi-lingual labels on popular products
Current Initiatives
Spanish speakers preferentially hired in areas with a large Spanish speaking population
Current Initiatives
Translated Mailers
Current Initiatives
Translated shelf labels (some stores)
Current Initiatives
Spanish language training CD (optional)
Competition
Competition• Spanish speakers: >50% of customer base• Have Spanish-speaking associates, but don’t
preferentially hire
WINNER – Home Depot
• Everything translated• Product labels• Shelf labels• Additional signage
• Targeted advertising• Spanish speaking associates
LOSER - Glidden
• One Spanish speaking staff member (out on medical leave)
• Very basic product translations
• No targeted advertising
Controversy• Competitors agree: low possibility of backlash when
catering to this market• However, contractors have an acquired prejudice for their
competitors
• Extreme incident at Pittsburgh Paints• Person in question now a Sherwin-Williams customer
Customer Opinions
“We don’t need any more accommodations.”-Bi-lingual Contractor
vs.
“If my guys come in alone, they get ‘lost’ and spend a longer time finding what they need. If I have to come in to help translate, I’m losing valuable time.”-Contractor with Spanish-speaking workers
¡Opportunity!
Create a customer help line to assist with translations
Print common Spanish phrases sheets from START CD
Provide store-specific handouts with translated floor plan
Utilize Social Media to reach out to customers
Display reassuring signage at the cash wrap
El Fin¡Gracias por escuchando!