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La Chiquita, Danny's Market and AutoZone will be among several Hispanic-centric stores visited by the guided tour, which takes place Wednesday, Aug. 2, a day before the opening session of the second annual Hispanic Retail 360 Summit, being held at the Sheraton Chicago Hotel & Towers.
The Chicago Tribune's business section in May of 2006 deemed La Chiquita one of most attractive and colorful offerings available to the U.S. Hispanic Consumer. Once inside La Chiquita, tour-goers' senses will be engaged as the smell of pan recien hecho (recently made) fills the store. The approach, while bi-cultural due to the neighborhood, tends towards shoppers who prefer to speak Spanish. A walk to the 60-foot meat counter is simply an adventure in commerce as various cuts of meat (arrachera, tripe and lengua) not available in general market grocery stores, are wrapped for customers.
Alfredo Lenares' supermercado simply utilizes high context marketing to convey a message of hopitalidad! And if tour-goers get hungry, there's a Taqueria where they can sit and enjoy Tacos, a horchata and the local buzz.
Danny's Market is located on Western Avenue, home to numerous ethnicities including Ukrainian, Polish, Puerto Rican and Mexican consumers. Danny believes in the 'personal touch,' a customer relationship approach that may seem forgotten in today's automated world, but is ever-so potent in this up-and-coming area.
Danny saw the potential of this neighborhood and, leaving a job at a local bottler, captured an unmet market, the U.S. Hispanic consumer. At Danny's Market, it's not just the marketing, the merchandising or the abundance of colorful window offerings that attracts the customer, it's the language and cultural grass roots effort that brings in the returning customers.
AutoZone is immersed in the fundamentals of store-specific marketing and is a good example of "How to take a measured step in marketing to the Hispanic consumer." POP and gondola top merchandisers accent the "In Language Assistance" for the "Hispanic Do-It-Yourselfers." This AutoZone is located in heavily Hispanic populated Cicero. It’s a great example of how a national chain quite nicely melds its marketing and merchandising towards reaching both the U.S. Hispanic and the general public consumer with a proven and simple methodology.
Buses will leave the Sheraton at 11 AM. The tour will be led by Úlatam Retail Solutions, a bilingual, multicultural team of experts specializing in transforming trends and growth patterns in the Latin American market into increased sales, additional profits and more frequent customer visits for your business. Úlatam’s Jim Perkins, author of "Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers," will provide an overview of Chicago and its Hispanic population. At the stores, he will also discuss general merchandising tactics needed to reach this consumer, and answer questions.
The tour, which normally costs $250 per person, is included at no additional charge to all conference attendees who pre-register for the tour, which will return to the hotel by 3 PM. Lunch is also included at no charge. There are only a limited number of seats available on the buses so registration is on a first-come, first-served basis.
Anyone registered for the conference who would like to attend the store tour should call Lois Miller, 516-868-9563, or email her at [email protected]. For more information on the Hispanic Retail 360 Summit, go to www.hispanicretail360.com.
Store tour sponsor CityReach Latino is the first non-traditional outdoor/out-of-home (OOH) media network of its kind to target the fastest growing ethnic segment with its fleet of dynamic Rolling Smart Boards.
Hispanic Retail 360 is the only cross-retail-channel conference designed to help retailers target, segment, and execute merchandising and marketing plans effectively to Latino shoppers. The conference features integrated data and insights from VNU’s world-leading information companies – including ACNielsen and Spectra – and presentations from leading market experts on such topics as consumer behavior, execution, merchandising assortment and product sourcing.
The Summit also offers face-to-face interaction between retailers and suppliers via an intimate pre-conference reception for major sponsors and retailer invitees, select private meetings with participating retailers and a robust product showcase exhibition room.
The Hispanic Retail Summit 360 is brought to you by Progressive Grocer, Marketing y Medios, Convenience Store News, The Gourmet Retailer, and Display & Design Ideas.