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JERSEY CITY, N.J. — Dubbed “super consumers” by a recent Nielsen study, multicultural consumers drive at least 30 percent of sales, 40 percent of growth and 50 percent of profits across all product categories. Multicultural consumers today are young, sophisticated and multi-dimensional consumers who speak English or are bilingual and whose passion points are born from both their heritage and the values of their generations.
This evolution of multicultural consumers is challenging consumer packaged goods (CPG) retailers to redefine their multicultural customer base and adjust how they do business.
A free webcast will be held Tuesday, June 23, at 2 p.m. EDT featuring two well-respected multicultural experts: Terry Soto, president and CEO of About Marketing Solutions Inc., and Carlos Santiago, president and chief strategist for Santiago Solutions Group. They will explore the challenges and opportunities faced by retailers and CPG firms when marketing to multicultural consumers.
Brought to you by the Multicultural Retail 360 Summit (formerly the Hispanic Retail 360 Summit), this webinar will focus on research, trends and best practices for engaging and serving the growing multicultural consumer segments in the United States, including Hispanic, Asian-American and African-American shoppers.
First, Soto will describe how today’s multicultural consumers factor in tradition and generational influences, and how they juxtapose these to shape their preferences and shopping behavior. Attendees will come away with immediately actionable solutions to improve their retail relevancy among today’s multicultural consumers.
Then, Santiago will preview the new Association of Hispanic Advertising Agencies (AHAA) CPG-Retailer AdSpend Study to be released at the 2015 Multicultural Retail 360 Summit. He will share where Hispanic-dedicated allocations among the top 500 advertisers have been despite the recent “total market” movement, where it is heading and what impact these Hispanic-dedicated investments have had on their overall company growth.
The webcast is free. Register at https://www.surveymonkey.com/s/MR360-webinar.
The inaugural Multicultural Retail 360 Summit will be held Aug. 12-14 in Anaheim, Calif. The event is produced by Stagnito Business Information, the only complete provider of retail industry information, insights and strategic communication programs for consumer packaged goods retailers and suppliers. Stagnito’s brand portfolio includes Progressive Grocer, Convenience Store News, Store Brands and Retail Leader.
To register to attend the conference, go to www.multiculturalretail360.com.