Hispanics Receptive to Multi-channel Campaigns July 02, 2008 Vertis Communications study shows other trends for key consumer segment
By Jeanie Casison
Recent results of the Vertis Communications "Customer Focus Opiniones" Study reveal that not only are Hispanic consumers in the United States more likely to purchase big ticket electronic items, but multi-channel campaigns—including retail incentives—are best in influencing their buying decisions.
According to the Customer Focus Opiniones Study, despite the slow economy, 28 percent of Hispanics indicated that they will purchase a large screen or high definition TV within the next 12 months, compared to just 23 percent on non-Hispanics. Additionally 22 percent of respondents indicated they are planning to purchase a new laptop or notebook within the next year, compared to 18 percent of non-Hispanics.
"Retailers and marketers need to find opportunities for growth in a down economy, and the Hispanic population represents a great growth opportunity as seen in this research which shows their likelihood to buy products," says Scott Marden, director of marketing research for Vertis Communications.
When it comes to motivating Hispanic consumers to make purchasing decisions, multi-channel efforts encompassing television advertising, direct mail and Internet marketing are the most effective. As to their preferences for retail incentives, Marden says while there are no concrete numbers, incentives that work best for the Hispanic segment are usually gift-related.
"Gift cards or a gift with purchase have a lot of value for Hispanic consumers. Those stand out above many of the others. They are better than simple percent off offers or discount offers such as buy one, get one free. The value has to be there for the Hispanic audience," says Marden.
The Customer Focus Opiniones Study examines consumer behavior across a variety of segments—retail, grocery, home improvement, fashion, electronics, among others. The information may be useful to marketers interested in tailoring their multicultural initiatives and developing multi-channel programs that will help realize the greatest ROI among Hispanic customers.
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