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Experian: Hispanics shop more online and are more responsive to mobile advertising

BY Staff Writer

New York — Hispanic adults are more frequently visiting retailer websites than the average online population, according to Experian Marketing Services.

During a 24-week period, from June 2013 through November 2013, Hispanics’ market share of visits to Experian Marketing Services’ Hitwise Retail 500 Websites was 21% higher on average than the online population. Further, the analysis found that this market share widened in October 2013 and continued to increase through November.

"Our analysis indicates that Hispanic adults are shopping online more frequently than the online population and that they are shopping earlier in the season this year," said Heather Dougherty, research director at Experian Marketing Services. "Those websites most frequently visited by Hispanic shoppers mirror the online population, with Amazon.com, Walmart.com and Target.com leading overall.”

Experian also found smartphones are clearly a key shopping tool for Hispanic consumers, with 54% of Hispanic smartphone owners visiting shopping sites from their mobile browser during a typical month and spending more time browsing those sites than non-Hispanic smartphone owners.

Hispanic adults are visiting department store mobile Websites more frequently than non-Hispanics. In the past 30 days, Macys.com leads this trend as the most overindexing shopping site visited by Hispanic smartphone owners from their mobile phone.

Hispanic adults who own smartphones are twice as likely as non-Hispanics to say that they are interested in receiving advertisements on their phone and 58% more likely to purchase products they see advertised on their phone. Hispanic adults who own smartphones are 13% more likely than non-Hispanics to say that they often use their mobile phone while shopping to find local deals.

"Hispanic consumers embrace the concept of the ‘always-on’ consumer," said Heather Dougherty, research director at Experian Marketing Services. "There is a significant opportunity for retailers and marketers to reach Hispanic shoppers as they shop and to drive engagement, even purchases, on their mobile device."

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Kimberly-Clark Pro taps new North American VP

BY CSA STAFF

Kimberly-Clark Professional has named Tim Feeheley as VP of Kimberly-Clark Professional North America. Feeheley succeeds Richard Thorne, who recently was chosen to lead Kimberly-Clark Professional’s Asia-Pacific Region.

Feeheley joins Kimberly-Clark Professional from JanPak, a $240 million provider of facilities maintenance and packaging supplies and solutions based in Davidson, N.C., where he was president. JanPak serves more than 10,000 customers in the building-service contractor and property management, health care, manufacturing, education/government and high-traffic facility end markets across the Mid-Atlantic, Southeast and Southwest regions of the United States.

"Tim brings a wealth of experience in serving in the markets that we focus on in Kimberly-Clark Professional and he understands our channels, our customers and our competitors, which will help us ensure we are creating truly exceptional experiences for our customers every day," said Elane Stock, group president for Kimberly-Clark Professional. "We have worked with Tim through the years while he was leading JanPak, a major distributor of our products, and we are excited to have someone of his talent and leadership to join our team."

Feeheley led all marketing and investment banking activities for JanPak related to its December 2012 sale to Interline Brands, a $1.6 billion national provider of facilities maintenance supplies and solutions.

"I am thrilled to be joining Kimberly-Clark Professional, not only because of the great brands and value they bring to their customers, but because we share similar values, including putting our customers at the heart of what we do," Feeheley said. "I am also very excited to be joining such a highly engaged and committed team because I believe that sustainable customer loyalty can only be delivered by a team who believes in their unifying mission and in each other."

Feeheley has been a member of the International Sanitary Supply Association (ISSA) and Vistage, the world’s largest CEO membership organization.

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New CFO named to lead Office Depot/Max

BY CSA STAFF

Office Depot’s new chairman and CEO Roland Smith enlisted a former colleague from the fast food industry to serve as CFO of the recently combined Office Depot and OfficeMax company.

Smith was named CEO and chairman at Office Depot last month and he moved quickly to name Stephen Hare as CFO. Smith and Hare worked together previously at several major quick service restaurant chains. Hare comes to Office Depot, Inc. from The Wendy’s Company where he served as CFO from 2011 until September 2013. Prior to that he was CFO at Wendy’s/Arby’s Group, Inc. from 2008 through 2011. Prior to joing Office Depot, Smith was CEO of Delhaize America, but prior to that was CEO of Wendy’s and the Wendy’s/Arby’s Group.

"Having worked closely with Steve on transforming businesses in the past, I know he brings to Office Depot, Inc. the knowledge and discipline needed to realize the synergies inherent in the merger of Office Depot and OfficeMax," Smith said. "I am confident that Steve’s financial skills and wealth of operations and management experience will enable us to be a more competitive and efficient provider of office products and services, and set us on a path for sustainable growth.

Hare replaces co-CFO Mike Newman, who has retired from the company after five years, and interim co-CFO Deb O’Connor, who has returned to her position as SVP of finance and co-chief accounting officer.

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