Milly Santana of XL Alliance interviews Lisa Kranc, senior vice president of marketing for AutoZone, about her thoughts on the Hispanic Retail 360 Summit, held last month in La Jolla, Calif.

"It was a top-notch event. The information sessions were fabulous because they were both enlightening and practical," said Kranc, who co-presented with Hispanic marketing consultant Terry Soto as the closing speakers of the three-day conference.

"My best tip is that the keyword is 'holistic,'" Kranc said. "This is not an opportunity for just one function of your company. It's something the whole company needs to embrace. That's why I say, 'go big or go home.' Either do it right, or don't do it at all."

The 2011 Hispanic Retail 360 Summit was produced by Stagnito Media and hosted by Convenience Store News and Progressive Grocer. Next year's Hispanic Retail 360 Summit will be held Aug. 15 to 17 at the JW Marriott at L.A. Live in Los Angeles.