the new hispanic shopper
DESCRIPTION
Martin Ferror A look at the new Hispanic ShopperTRANSCRIPT
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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
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We are one of the worlds best and fastest growing Promotional, Retail, and Shopper Marketing
agency networks.
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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
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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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HISPANIC SHOPPING STEREOTYPE
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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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(and from a shopper perspective)
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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
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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
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THE SHIFTING VALUE EQUATION
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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
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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
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EVOLVING SHOPPING PRACTICES
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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
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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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CHANGING SHOPPING LOYALTIES
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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
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NEW SHOPPING BEHAVIORS
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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
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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
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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
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BOOM IN DIGITAL SHOPPING
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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
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SHIFTING ROLES OF HISPANIC MEN
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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
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SO WHAT?
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HISPANIC SHOPPING STEREOTYPE
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CREATING STEREOTYPES IS BAD BUSINESS
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OR WE CAN EMBRACE THEIR COMPLEXITY
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Be engaging, create stronger bonds, build stronger brands, and therefore stronger ROIs
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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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