Page 50 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Are there any particular marketing trends you envision in the next three to five years as it relates to connecting and engaging Hispanic consumers?
Hispanics are enthusiastic omnishoppers, and we are preparing both the online and in-store experiences geared toward Hispanic consumers. We closely monitor the customer journey to replicate ease of shopping and the quality assortment we believe they are most interested in pursuing. In the next three to five years brands are going to have to work even harder to win with the key Hispanic population.
Brands understand the need to win with this segment, and in turn are investing more and more resources to support their growth with them. As this happens, we continue to deepen our understanding of these customers’ needs and behaviors and see how responsive and hungry they are not only for representation, but true understanding. Hispanic consumers will expect brands to be even more in tune with their likes and dislikes.
What role does culture play in your overall and multicultural communications plans?
With a retailer that touches as many categories, products, and channels, culture touches everything. We want our customers to know that Walmart not only sees them, but knows them and can speak to them in the most relevant way so that we are their preferred retailer of choice. If you’re not culturally relevant and sensitive, then you’re not being relevant or sensitive.
Is there a recent campaign or messaging from your company that you are particularly proud of?
A campaign in the summer for Fresh Online Grocery Pickup. We believed that it had such great appeal across not just Hispanics but for Total Market, so we ran it in non-endemic media and it did very well with those segments as well. We love that Hispanic led advertising resonates so well with other audiences. It shows the real diversity our country is experimenting now.
Is there a brand outside of your industry that you believe is making a strong connection with Hispanic consumers?
There are lots of brands that have realized the strength of Hispanic consumers, and are making intense efforts to include them with strong communication plans. There is Ulta in the Beauty industry, McDonald’s in the restaurant business, Coca-Cola of course, Toyota ... Brands who aren’t taking a hard look at improving their bottom lines by speaking directly to Hispanics are leaving dollars on the table.
Who’s your favorite superhero? Centella
We were stumped, so we consulted our comic book expert at Kantar IBOPE in Miami, Aaron Silva. He explains that Centella was very popular in Latin America during the 1970s, and is best- described as Japan’s answer to Zorro, Batman and The Lone Ranger – combined.
H