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Hispanic Shoppers Use More Mobile

May 28, 2013 by Newsfeed Editor  


An omni-channel approach and experience is being sought out by our manufacturer and retailer partners. It is important that the members of World Alliance for Retail Excellence & Standards know what factors are contributing to the process. Of course, there are many facets. One that recently came to light is an ongoing shopper behavior study conducted by The Integer Group and M/A/R/C Research.

It is no longer a big surprise that diverse cultural groups are making up important demographics to trading partners, and are thus a huge factor contributing to the shopper experience. The latest issue of The Checkout: Hispanic Edition takes a deeper look at how these shoppers compare in the aisle to general market. Hispanic shoppers seek out experiences in-stores and leverage their mobile devices to find information at the shelf. Sixteen percent of Hispanic shoppers are using their mobile device to make purchases compared to 12 percent of general market shoppers.

There are also key differences when it comes to seasonal shopping periods and types of products they are buying, which includes when they prioritize name brands versus private label.

Twenty-eight percent of Hispanic shoppers say they immediately go for name brand items compared to 22 percent of general market. Sixty-eight percent find their usual brand but then consider a store brand as an alternative compared to 60 percent of general market shoppers. There are some product categories where Hispanics remain very brand loyal, this includes laundry detergent, health and beauty products, and breakfast cereals.

Hispanics also place greater emphasis on an enjoyable shopping experience with 25 percent saying the experience was most important to them compared to 18 percent of general market shoppers. Personal networks are also very important to Hispanics with 40 percent saying recommendations from their friends and family influence their shopping list compared to 29 percent of the general market.

This growing audience presents unique challenges and opportunities for marketers. Understanding their shopping behaviors and attitudes is paramount to generating long-term loyalty and revenue. As members of the at-retail merchandising and marketing service industry, it is important that we know what is top -of-mind to our customers and be able to provide service toward those needs.


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