IN-STORE MARKETING TO NATIVE SPANISH SPEAKERS Maddy Osman

Plainfield North – 3270

¿Why do it?

Current Initiatives

Bi-lingual labels on popular products

Current Initiatives

Spanish speakers preferentially hired in areas with a large Spanish speaking population

Current Initiatives

Translated Mailers

Current Initiatives

Translated shelf labels (some stores)

Current Initiatives

Spanish language training CD (optional)

Competition

Competition• Spanish speakers: >50% of customer base• Have Spanish-speaking associates, but don’t

preferentially hire

WINNER – Home Depot

• Everything translated• Product labels• Shelf labels• Additional signage

• Targeted advertising• Spanish speaking associates

LOSER - Glidden

• One Spanish speaking staff member (out on medical leave)

• Very basic product translations

• No targeted advertising

Controversy• Competitors agree: low possibility of backlash when

catering to this market• However, contractors have an acquired prejudice for their

competitors

• Extreme incident at Pittsburgh Paints• Person in question now a Sherwin-Williams customer

Customer Opinions

“We don’t need any more accommodations.”-Bi-lingual Contractor

vs.

“If my guys come in alone, they get ‘lost’ and spend a longer time finding what they need. If I have to come in to help translate, I’m losing valuable time.”-Contractor with Spanish-speaking workers

¡Opportunity!

Create a customer help line to assist with translations

Print common Spanish phrases sheets from START CD

Provide store-specific handouts with translated floor plan

Utilize Social Media to reach out to customers

Display reassuring signage at the cash wrap

El Fin¡Gracias por escuchando!