MARKETING/SOCIAL MEDIA

Report: U.S. Hispanic shoppers make more grocery trips

BY Marianne Wilson

Jacksonville, Fla. — Hispanic shoppers in the United States make more grocery trips and spend more across grocery trip types than total U.S. shoppers, according to AMG Strategic Advisors, the growth strategy consultancy of Acosta Sales & Marketing, a full-service sales and marketing agency in the consumer packaged goods industry. On average, U.S. Hispanic shoppers make 4.1 routine grocery trips per month and spend $110 on each trip, compared to total U.S. shoppers who make 3.8 routine grocery trips per month and spend $95 on each trip.

The report, The Why? Behind The Buy Hispanic Edition, highlights the latest U.S. Hispanic shopper trends, found that U.S. Hispanic shoppers use digital tools more frequently than total U.S. shoppers as part of their shopping strategy. Sixty-nine percent of U.S. Hispanics report using technology devices in their grocery shopping planning compared to 61% of the total U.S. population.

In other findings:

  • Facebook plays an important role for U.S. Hispanics, with 83% of Hispanic users “liking” or following brands compared to 79% of the total U.S. Population.
  • U.S. Hispanics often follow brands that support similar causes and help tell a story of products they like while total U.S. shoppers primarily follow brands for coupons and special offers.
  • U.S. Hispanic shoppers are more loyal to national brands and are more likely to include specific brand names on their grocery lists.

“Already, U.S. Hispanics typically spend more time and more money on their grocery trips, and by 2015, their buying power is projected to reach $1.5 trillion — a 50% increase from just a few years ago — making the U.S. Hispanic population an even more important constituency of shoppers. And while most CPG companies realize that the U.S. Hispanic market presents a key growth area, many are still struggling with how best to capitalize on the opportunity,” said Graciela Eleta, one of Acosta’s senior Hispanic advisors.


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OPERATIONS

Dollar General announces changes to board

BY Staff Writer

Goodlettsville, Tenn. — Dollar General Corporation announced the resignations of Raj Agrawal and Adrian Jones as members of its board of directors effective Dec. 5. Agrawal, a member of KKR & Co. (LP), and Jones, a managing director at Goldman, Sachs & Co., have served as directors of Dollar General since 2007.

The entity controlled by KKR and Goldman Sachs, which purchased the company in 2007, now owns less than 2% of the company’s outstanding common stock. Based on this reduced level of ownership, KKR and Goldman Sachs have determined to reduce or eliminate, as applicable, their representation on the company’s board of directors. Mike Calbert, a member of KKR, will continue to serve as the lead director.

“Raj and Adrian have made substantial contributions to the success of Dollar General. Their judgment and financial acumen have benefited both Dollar General employees and shareholders, and I appreciate their support over the years. On behalf of the entire board of directors, I thank them for their service to Dollar General,” said Rick Dreiling, chairman and chief executive officer.

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OPERATIONS

Mall of America unifies consumer communication channels with online portal

BY Staff Writer

New York — Mall of America unveiled an “Enhanced Service Portal” designed to improve the digital and physical shopping experience by integrating all the communication channels through which consumers contact the shopping center into a unified service.

All requests and questions received through primary communication channels available to Mall of America consumers will be routed via the new portal, which is called ESP. ESP brings together the Mall of America website; social media channels; telephone, text and dispatch teams; guest services and security into a newly designed space that will allow the ESP team members to actively listen to consumers and retailers and promptly respond to them.

“The Enhanced Service Portal will strengthen the connection between guests, retailers and Mall of America by making shopping experiences easier than ever before,” said Maureen Bausch, Mall of America executive VP of business development. “Our priority is to provide superior guest service to everyone who visits Mall of America, and our new Enhanced Service Portal exemplifies this effort in a way that no other mall in the country can match.”

Consumers can interact with the ESP team before arriving at Mall of America to get driving directions and information about parking or events. ESP can also help consumers with anything from basic requests, such as bag checks and information about specific retailers, to more personalized needs, such as dining and shopping recommendations.

The full suite of ESP services will, in time, include concierges who can meet with consumers in person, as needed.

ESP was piloted in September and October and launches now ahead of the holiday shopping season.

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