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Lee Vann of Captura Group: Hispanic Millennials are The New Now of Retail
Manuela Walfenzao| 14 de julio de 2017
Vann: La medida hará renacimiento del comercio electrónico en el mercado hispano
Lee Vann, Founder and CEO at Captura Group wrote a post in LinkedIn highlighting that Hispanic millennials – especially Latinas – are the new now of retail. “Whether you sell products online, through brick and mortar or through a hybrid model, Hispanic Millennials are essential to your success” he said. He mentioned a NBC report that said that Hispanic women spent $3.3 billion from 2012 – 2013 just in footwear, and that according to Multicultural Retail 360, Hispanics average $1,998 on apparel and service purchases per year, compared to $1,659 for non-Hispanics. Latina Power Shift, also indicated that by 2060 Hispanic women will make up around 30% of the total female population of the United States, indicates Latina Power Shift. Vann said that Hispanic’s buying process not only includes stores and malls. Hispanics over-index on mobile and are early adopters of technology, and the retail environment is no exception. 53% of Hispanics go online to search for sales or reviews. Once at the retail store, 83% of Hispanics who go online through mobile do so to inform a purchasing decision in real time. Vann recommended some tactics make a meaningful and lasting connection with Hispanics: Appeal to touch points of cultural passion; choose the proper language approach, which could be English or Spanish depending on your target audience segment, and invest time in finding, or even creating, the proper imagery will reinforce the connection with the Hispanic consumer and not alienate them with out-of-touch stock imagery.
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