Hispanic marketing presentation at the Hispanic Retail 360 in 2014 showing how Curacao captures Latino market.

1. How Curacao,
the Innovative and
Trendsetting Retailer,
Captures the
Hispanic Market
Jerry Azarkman
2

2. How Curacao Started
Leaving Israel after the Yom Kippur War, seeking the
American Dream
3

3. Vision of the
American Dream
Nothing can stand against my will
4

4. The Value
of $20.00
5

5. Finding the Niche,
the Hispanic Market
6

6. Door to Door Sales
Being in their Home
7

7. Learning their
Language and Culture
8

8. The Importance of Family
From their kids to the grandparents, family is very important
9

9. Customer Referrals
10

10. Get to Know
Your Customer
11

11. Learning their needs in
Products and Services
12

12. Finding Products that
fit their Cultural Needs
13

13. Building a Value
for our Customers
14

14. What will make them
listen to you?
15

15. Speak to Their Heart
Helping the Community
• Community Assistance
Programs
• Tutoring Program–
“Learn to Read – Read
to Learn”
• Community Events –
“La Feria de los Niños”
• Scholarship Programs
• Toys for Guns Program
• Image Commercials
16

16. Speak to Their Mind
Creating a Value
• Special Sales
• Exclusive Offers
• Traffic Builders
• Gifts with Purchase
• Direct Mail Hard
Sale Offers
• Hard Sale
Commercials
17

17. What is important
for this Community?
• Being part of an
organization
• Credit
• Membership
Programs
• Loyalty Programs
18

18. Building Loyalty with the
Hispanic Market
• Always deliver above their
expectations.
• Have in-house service for your
products.
• Specific Merchandising with high
value designed for the Hispanic
Market.
• Internal Marketing for loyalty and
membership programs.
• Provide Gifts with Purchase.
• Create a segmented customer base
and create exclusive events by
segments.
19

19. Building Trust with
the Hispanic Market
20

20. 21
Understanding the
Hispanic Market

21. Hispanic Concentration 1990
Source: Geoscape 2014 23

22. Hispanic Concentration Today
Source: Geoscape 2014 24

23. Percent distribution of U.S. Hispanic
Population by type of Origin (2010)
Mexican
63%
Caribbean
16%
U.S. Hispanic Population
by Type of Origin (2010)
Guatemalan
2%
South
American
7%
Other C.
American,
2.5%
Salvadoran
3%
Other Hispanic
8%
25
Mexican/ Central American 70.9%
Mexican 63.0%
Guatemalan 2.1%
Salvadoran 3.3%
Other C. American 2.5%
South American 5.5%
Caribbean 15.5%
Other Hispanic 8.1%
Source: U.S. Census Bureau

24. U.S. Hispanic Population by
Acculturation (2013)
• HA1 (Americanizado)
– English Dominant (nearly No Spanish)
– Born in US and 3rd + generation
– Few Hispanic cultural practices
• HA2 (Nueva Latina)
– English preferred (some Spanish)
– Born in U.S. and typically 2nd generation
– Some Hispanic cultural practices and often
“retro-acculturate”
• HA3 (Bi-Cultural Hispanics)
– Typically bilingual (equal or nearly)
– Immigrated as child or young adult
– Has many Hispanic cultural practices
• HA4 (Hispano)
– Typically Spanish preferred (some English)
– Immigrated as adult and in U.S. 10+ years;
– Pre-dominant Hispanic cultural practices.
• HA5 (Latinoamericana)
– Spanish dominant (nearly no English)
– Recently immigrated as adult (less than 10
years ago)
– Primarily Hispanic cultural practices and
identifies with home country more so than
U.S. Hispanic.
26
U.S. Hispanic Population by
Acculturation (2013)
HA1
17%
HA2
29%
HA3
26%
HA4
15%
HA5
13%
Source: Geoscape 2014

25. Hispanic Population
by Acculturation per City
San Francisco/
Oakland/ Hayward
HA1
HA2
HA5
HA4
HA3
HA1 152,397
HA2 269,745
HA3 284,241
HA4 169,756
HA5 131,666
San Jose - Sunnyville -
Santa Clara
HA1
HA2
HA5
HA4
HA3
HA1 91,982
HA2 146,274
HA3 145,470
HA4 92,426
HA5 64,823
Fresno
HA1
HA2
HA5
HA4
HA3
HA1 98,807
HA2 137,611
HA3 123,749
HA4 77,439
HA5 59,271
HA1 86,318
HA2 131,847
HA3 113,663
HA4 65,664
HA5 46,910
Stockton / Lodi
HA1
HA5
HA4
HA3 HA2
HA1 56,493
HA2 87,148
HA3 82,065
HA4 36,348
HA5 27,752
Modesto
HA1
HA5
HA4
HA3 HA2
HA1 42,587
HA2 71,707
HA3 67,901
HA4 29,663
HA5 22,198
Bakersfield
HA1
HA5
HA4
HA3 HA2
27

26. South Gate
Opened in 2000
28
Ethnicity Distribution
Total Pop (5Miles) 853K
Tot Hispanic: 733K
Non Hispanic: 119K
Acculturation
HA5
H4 and H5 combined: 292,816
34.35 % of TOTAL Pop.
86.03
13.97
at 5miles
Hispanic %
Non Hispanic
%
HA1
HA2
HA3
HA4
Penetration
(195K Accounts)
48%

27. Santa Ana
Opened in 2006
29
Ethnicity Distribution
Total Pop (5Miles) 722K
Tot Hispanic: 379K
Non Hispanic: 342K
Acculturation
HA5
H4 and H5 combined: 160,656
22.24 % of TOTAL Pop.
52.51
47.49
at 5miles
Hispanic %
Non Hispanic %
HA1
HA2
HA3
HA4
Penetration
(86.4K accounts)
12%

28. Anaheim
Opened in 2007
30
Ethnicity Distribution
at 5miles
Total Pop (5Miles) 577K
Tot Hispanic: 287K
Non Hispanic: 290K
Acculturation
H4 and H5 combined: 103,804
17.98 % of TOTAL Pop.
50.35 49.65
Hispanic %
Non Hispanic %
HA1
HA2
HA3
HA4
HA5
Penetration
(43.4Kaccounts)
8%

29. Advertising
31

30. Television and Radio
• Novelas and Television
Hosts are big in the
Hispanic market, using
their talent will create a
buzz for your business
and bring an
endorsement.
32
Gabriel Soto
Actor
Don Francisco
TV Host: Sabado Gigante
Penelope Menchaca
TV Host: 12 Corazones
Jenni Rivera
Singer
Edgar Vivar
Actor

31. Segmentation and Direct Mail
Create Segmentation models
on your database.
• Demographics
– By Country
– By Acculturation
– By Credit Utilization
– By Behavior
– By Appeal to type of
Product
– By Membership or Credit
Level
– By Date of last purchase
35

32. Measure your Response
5.0%
4.5%
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
Mother's Day Father's Day Main Xmas
2011
2012
2013
36

33. Social Media and
Digital Marketing
37

34. US Hispanics are
Google Users
38

35. TV is an effective
Trigger Search

37. Hispanics maximize
Mobile Media
• 93 % of US Hispanics
use a mobile
device regularly.
• 53% of US Hispanics
use search engines
to shop for and
gather information
on products.
Source: Google 2010, Hispanics 2010. October 2010

38. Use all types of Digital Advertising at a
fraction of the cost of traditional
Advertising
• Facebook
• Twitter
• YouTube
• Pintrest
• Instagram
• Text Messaging
• Email
• Search Engines
• Mobile Applications
• Social Media
Applications
• Online Reviews &
Ratings
• Blogs
• Forums

39. Make sure you are
Rated Correctly
43

40. Be Trendy
Don’t be afraid of change
44

41. Why Companies need to
Re-Brand?
From inside and out
45

42. 46

43. Questions?
47

44. 48