Walmart suppliers interested in learning more about the sales opportunity presented by serving Hispanic customers domestically and internationally will have several opportunities to do so in the weeks and months ahead.
First up on Sept. 21, is an event organized by Doing Business in Bentonville called, “U.S. Hispanics – Significance Beyond a Niche Market Segment.” Featured speakers at the 7 a.m. to 9 a.m. event being held at the Embassy Suites in Rogers, Ark., include Deanna Canedo, director of marketing, multicultural-Hispanic, Walmart U.S.; and Alex Lopez Negrete, president, CEO and chief creative officer with Lopez Negrete Communications.
Canedo was previously with Lopez Negrete, Walmart’s Hispanic agency of record, prior to joining Walmart earlier this year. In her role at Walmart she is serves as the voice of the Hispanic consumers and is responsible for developing and executing Walmart’s Hispanic marketing strategies and providing multicultural insights throughout the organization.
“We decided to offer this program because the Hispanic market has grown and evolved considerably during the past decade,” said Doing Business in Bentonville executive director Nancy Woods. “With the U.S. Hispanic population now in excess of 50 million it has never been more important for growth oriented supplier to understand and effectively engage with the dynamic Hispanic marketplace.”
According to Woods, the speakers are expected to share insights into what Walmart has done to grow its business with Hispanics, how to build on successful initiatives and strategies suppliers can employ to more effectively serve Hispanics.
Not only are Hispanic shoppers vital to Walmart’s U.S. business, but Central and South America present an even larger opportunity. Accordingly, the supplier training firm 8th & Walton in conjunction with the Miami World Trade Center is hosting an event in Miami on Nov. 14, called “Are You Ready for Wal-Mart?” The all day event begins at 8:30 a.m. at the Miami Beach Convention Hall.
“We have multiple speakers, with scores of years experience between them, each offering tremendous insights into what it takes to have a successful retailer and supplier relationship,” said 8th & Walton CEO Mike Cockrell. “Getting a product onto the shelves at Wal-Mart could be the biggest thing to ever happen to your business.”
Wal-Mart’s Latinoamérica Regional Office in South Florida continues to expand to support the international businesses extreme growth, specifically in Mexico, Central and South America, according to Cockrell, a former Walmart executive who served as chief merchandising office in India prior to his retirement last year.
“These courses have assisted numerous international suppliers, such as Sara Lee, PepsiCo and Ocean Spray, gain access to the Wal-Mart customer”, explains Cockrell.
“By taking the course, (suppliers) will gain more knowledge about Wal-Mart, what is expected of Wal-Mart suppliers, organizational readiness, what you need to know before making the call, meeting tips and keys to success,” Cockrell said.