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Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms
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Hispanic Retail 360: Engaging Hispanic Shoppers on Digital Platforms

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Best Buy, American Family Insurance and author Joe Kutchera present case studies about reaching Hispanics online.

Best Buy, American Family Insurance and author Joe Kutchera present case studies about reaching Hispanics online.

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  • 1.  
  • 2. Engaging Hispanic Shoppers on Digital Platforms
  • 3. Overview <ul><li>Market opportunity </li></ul><ul><li>Consumer profiles: Latinos who use the Internet </li></ul><ul><li>Pioneers in marketing to Latino shoppers online: </li></ul><ul><ul><li>Best Buy </li></ul></ul><ul><ul><li>American Family Insurance </li></ul></ul><ul><li>Your questions </li></ul>
  • 4. Market Opportunity: Hispanics Online <ul><li>30 million or 60%, online at least once a month (eMarketer) </li></ul><ul><li>2014, 39.2 million or 70% </li></ul><ul><li>54% are Spanish-dominant or bi-cultural (AOL Hispanic) </li></ul><ul><li>61% said “When I need information the first place I look is the Internet” ( Simmons NCS/NHCS) </li></ul><ul><li>41% are very or somewhat likely to take action after viewing a banner ad (ARAnet/eMarketer) </li></ul>
  • 5. Market Opportunity: Hispanics Online <ul><li>61% made a purchase online; Average spend of $746 (Scarborough) </li></ul><ul><li>17.2% of Hispanic females plan to increase online spending (BIGresearch/Televisa) </li></ul><ul><li>78% penetration rate of wireless services among Hispanic teens (ANA/Dieste) </li></ul><ul><li>48% of Hispanics text message (Scarborough) </li></ul>
  • 6. Consumer Profiles
  • 7. Madeline and Ricardo
  • 8. Elizabeth
  • 9. Targeting Latina Moms: Maria
  • 10. Targeting Latina Moms: Maria
  • 11. Targeting Latina Moms: Maria
  • 12. Targeting Latina Moms: Maria “ I am 19 weeks pregnant and I subscribed to the English site at 8 weeks. A few weeks ago I switched to the Spanish site and I like it more because you really take into account the Latino perspective.”
  • 13. Targeting “Juan” Online
  • 14. Targeting “Juan” Online
  • 15. Alfonso: $40 Billion spent in U.S.
  • 16. Roadmap for Success <ul><li>Research / Consultants </li></ul><ul><li>Website translation/localization services </li></ul><ul><li>Content development </li></ul><ul><li>360° Approach / Offline support </li></ul><ul><li>Case studies to follow </li></ul>
  • 17. Engaging Hispanic Shoppers Online with Ana Grace and Jose Rivera
  • 18. Best Buy en español
  • 19. International Splash Page: Best Buy
  • 20.  
  • 21. XBOX Laptop Cameras Thanksgiving Buy Online Deal of the Day Three Kings Promotional Holiday Banners
  • 22.  
  • 23.  
  • 24. AmFamLatino.com
  • 25. AmFamLatino.com: Interactive Home
  • 26. AmFamLatino.com: Interactive Home
  • 27. Facebook: Geo-targeting by agent
  • 28. Distribution to MSN
  • 29. Mobile Applications
  • 30. Questions? @JoeKutchera Latino Link: Building brands online with Hispanic communities and content JoeKutchera.com/LatinoLink

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