The New Hispanic Shopper
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Transcript of The New Hispanic Shopper
THE NEW HISPANIC SHOPPER: HOW THIS AUDIENCE’S PATH TO PURCHASE IS
EVOLVING
APRIL 6TH, 2011
Martin Ferro Senior Planner, Insight & Strategy The Integer Group®
Craig Elston SVP, Insight & Strategy The Integer Group®
Private & Confidential ©The Integer Group, 2011
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@shopperculture #PMA100
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Private & Confidential ©The Integer Group, 2011
Private & Confidential ©The Integer Group, 2011
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We are one of the worlds best and fastest growing Promotional, Retail, and Shopper Marketing
agency networks.
Private & Confidential ©The Integer Group, 2011
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North America Denver Des Moines Dallas New York Chicago Toronto*
*PENDING
Central America Mexico City
South America São Paulo – Ponto | Integer
Asia Tokyo Shanghai Singapore Mumbai
Australia Sydney South Africa
Johannesburg
Middle East Dubai
Hamburg Milan Paris
Helsinki Istanbul Moscow* London*
Europe
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Denver
Dallas
New York
Atlanta
Sacramento
San Diego
Tampa
Edison
Bentonville Orange County
San Jose
Charlotte
Milwaukee
Baton Rouge
D.C.
Phoenix
Chicago
Seattle
Minneapolis
Des Moines
Cincinnati
Kansas City Indianapolis
Los Angeles
Greenville
Full-Service Office
Field Office
Private & Confidential ©The Integer Group, 2011
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Private & Confidential ©The Integer Group, 2011
30, 18, 12, 8 ?
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We all form bias
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Private & Confidential ©The Integer Group, 2011
Private & Confidential ©The Integer Group, 2011
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HISPANIC SHOPPING STEREOTYPE
So we are here to present a picture of Hispanics that adds and doesn’t
subtract, an evolution, one that doesn’t try to simplify but that tries
to be truer to their richness
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Private & Confidential ©The Integer Group, 2011
(and from a shopper perspective)
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Private & Confidential ©The Integer Group, 2011
OUR STUDIES
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1,200 per month
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AT-HOME ETHNOGRAPHIES
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THE CHANGING HISPANIC SHOPPER
Private & Confidential ©The Integer Group, 2011
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1. The value equation is shifting 2. Shopping practices are evolving 3. Shopping loyalties are changing 4. New shopping behaviors adopted 5. Digital shopping is booming 6. Hispanic males adapt to shifting roles
THE SHIFTING VALUE EQUATION
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Private & Confidential ©The Integer Group, 2011
0%
5%
10%
15%
20%
25%
30%
35%
Spend as little as possibe
Satisfy family expectations
RELATIONSHIP BETWEEN VALUE AND TRIP TYPE
Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
Feb ‘09 Jun ‘09 Sept ‘09 Nov ‘09
0%
5%
10%
15%
20%
25%
30%
35%
Spend as little as possibe
One stop shopping
Satisfy family expectations
RELATIONSHIP BETWEEN VALUE AND TRIP TYPE
Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
Feb ‘09 Jun ‘09 Sept ‘09 Nov ‘09
EVOLVING SHOPPING PRACTICES
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Private & Confidential ©The Integer Group, 2011
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Private & Confidential ©The Integer Group, 2011
0% 10% 20% 30% 40% 50% 60% 70%
Floor graphics
Packaging
Sampling
On-shelf messaging
Circular
Non-Hispanic
IN-STORE SHOPPING TOOLS
Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
0% 10% 20% 30% 40% 50% 60% 70%
Floor graphics
Packaging
Sampling
On-shelf messaging
Circular
Hispanic Shoppers Non-Hispanic
IN-STORE SHOPPING TOOLS
Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
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Private & Confidential ©The Integer Group, 2011
CHANGING SHOPPING LOYALTIES
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Private & Confidential ©The Integer Group, 2011
BUYING PRIVATE LABEL
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Buying fewer store brands than last year
Buying same amount store brands as last year
Buying more now ...will switch back to brand name in future
Buying more now ...will continue to buy more in future
Buying more now …will stick with store brand in future
41%
Source: The Integer Group | M/A/R/C Research 2010 Checkout Study
NEW SHOPPING BEHAVIORS
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Private & Confidential ©The Integer Group, 2011
20%
25%
30%
35%
40%
45%
50%
55%
Coupons from a manufacturer
42%
49%
IN-STORE SHOPPING AIDS
Source: The Integer Group | M/A/R/C Research 2009 - 2010 Checkout Study
20%
25%
30%
35%
40%
45%
50%
55%
Shopper card discount 39%
45%
IN-STORE SHOPPING AIDS
Source: The Integer Group | M/A/R/C Research 2009 - 2010 Checkout Study
20%
25%
30%
35%
40%
45%
Coupons from the store 31%
36%
IN-STORE SHOPPING AIDS
Source: The Integer Group | M/A/R/C Research 2009 - 2010 Checkout Study
BOOM IN DIGITAL SHOPPING
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Private & Confidential ©The Integer Group, 2011
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ONLINE SHOPPING AIDS
0% 10% 20% 30% 40% 50% 60%
Social media (e.g. Facebook, Twitter, etc.)
Real-time chat
Product demonstration videos
Online coupon services (e.g. Groupon)
Real-time price and inventory checking
Non-Hispanic
Source: The Integer Group | M/A/R/C Research February 2011 Checkout Study, N = 1,228
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ONLINE SHOPPING AIDS
0% 10% 20% 30% 40% 50% 60%
Social media (e.g. Facebook, Twitter, etc.)
Real-time chat
Product demonstration videos
Online coupon services (e.g. Groupon)
Real-time price and inventory checking
Hispanic Non-Hispanic
Source: The Integer Group | M/A/R/C Research February 2011 Checkout Study, N = 1,228
SHIFTING ROLES OF HISPANIC MEN
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Private & Confidential ©The Integer Group, 2011
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Private & Confidential ©The Integer Group, 2011
RELATIONSHIPS WITH RETAILERS BLOSSOMING
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1. The value equation is shifting 2. Shopping practices are evolving 3. Shopping loyalties are changing 4. New shopping behaviors adopted 5. Digital shopping is booming 6. Hispanic males adapt to shifting roles
SO WHAT?
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Private & Confidential ©The Integer Group, 2011
Private & Confidential ©The Integer Group, 2011
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HISPANIC SHOPPING STEREOTYPE
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Private & Confidential ©The Integer Group, 2011
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Private & Confidential ©The Integer Group, 2011
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Private & Confidential ©The Integer Group, 2011
CREATING STEREOTYPES IS BAD BUSINESS
Private & Confidential ©The Integer Group, 2011
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Private & Confidential ©The Integer Group, 2011
OR WE CAN EMBRACE THEIR COMPLEXITY
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Private & Confidential ©The Integer Group, 2011
Be engaging, create stronger bonds, build stronger brands, and therefore stronger ROIs
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Private & Confidential ©The Integer Group, 2011
QUESTIONS? Craig Elston
SVP, Insight & Strategy The Integer Group®
+1.303.393.3474 [email protected]
Download or subscribe to The Integer Group’s white papers, presentations and editions of The Checkout at
www.shopperculture.com
Martin Ferro Senior Planner, Insight & Strategy The Integer Group® +1.303.393. [email protected]
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Private & Confidential ©The Integer Group, 2011