How to make an in-store connection with Hispanic shoppers

Editor’s note: Scott Young is president of Perception Research Services, Teaneck, N.J.

At our firm, we regularly conduct research studies with Hispanic shoppers, in both English and Spanish and across a variety of locations (actual stores, retail labs, via the Web, etc.). In this article, we relate several observations that have emerged consistently across studies and speak to their implications for connecting with Hispanics.

The generation gap

Much is made of the important differences in background and culture between Puerto Ricans, Dominicans, Mexicans, etc. And certainly, these distinctions are real – and they can impact how marketers reach and speak with specific sub-segments of the Hispanic market.

However, in our experience, we’ve repeatedly encountered a more dramatic “generation gap”:

• First-generation Hispanics are often looking for reminders of their native country and thus, they usually find comfort in familiar brands.
• Second- and third-generation Hispanics are often more eager to define themselves as part of the larger American context/society. Although they respect their heritage, they are typically more open to experimentation and thus seek brands that are different from “their mama’s and abuelita’s brand.”    

Clearly, this dynamic is not unique to Hispanics. Nonetheless, the generation gap is important, as it creates challenges for historically Hispanic brands (such as Goya, Jarritos, Masa, etc.), as they look to expand and speak to new audiences. They face a difficult balancing act in leveraging their heritage (and retaining their loyals), while also attracting a new generation of Hispanic shoppers. In fact, we’ve found that creating compelling sub-brands is a more effective strategy than attempting to dramatically contemporize brands that are linked to comfort and tradition.   

The acculturation gap

Closely aligned with the generation gap is an acculturation gap, which speaks to Hispanic shoppers’ comfort level with English (and has a dramatic impact on their shopping patterns). Consistently, we’ve seen that more acculturated Hispanic shoppers (i.e., those more fluent in English) largely mirror the general population across key dimensions of shopping behavior.Conversely, less acculturated Hispanic shoppers (whose dominant language is Spanish):

• spend significantly less time in the aisle;
• are less likely to actively compare brands or products;
• are less likely to see and engage with POS materials; and
• are more likely to purchase “their regular brand.”

What’s happening is quite clear (and logical): Less-acculturated Hispanic shoppers are often overwhelmed by the multitude of product choices in the aisle, most of which are presented in English. Thus, they “default to the familiar” and head straight for familiar colors, shapes and icons. In fact, in a recent oral care study, our PRS Mobile Eye-Tracking videos repeatedly documented this behavior, as less-acculturated shoppers went straight for the familiar red wall of Colgate, without even pausing to consider a multitude of other options.

Interestingly, we’ve seen that this pattern extends to packaging consideration as well. In our eye-tracking studies, we typically find that less-acculturated Hispanic shoppers spend significantly less time (than the general population) considering individual packages – and they are far less likely to read specific on-pack claims.

This reality brings into question the common strategy of adopting multilingual packaging, in an attempt to appeal to Hispanic shoppers. For, across brands and categories, we’ve found that multilingual labeling rarely has a major positive influence on Hispanic shoppers. In fact, if executed poorly, it can have a negative impact, by creating excess clutter and detracting from packaging appeal. That’s because these multilingual packs are trying to communicate via copy (albeit in Spanish) to people who have “trained themselves” to shop almost entirely by color, iconography and visual imagery. To be clear, this is not necessarily an argument against incorporating Spanish messaging on packs.  However, if they pursue a multilingual strategy, marketers should be careful to:

• minimize front-of-pack copy (in favor of visual icons/images, when possible)
  • • For example, a visual of a strawberry is more effective than saying “Fresa.”
• group more detailed Spanish copy together (on the back of a package) 
  • • Create a “Spanish section” with key information, rather than repeating claims in multiple languages.
• utilize POS materials  
  • • Often, POS displays provide more space and real estate (than packaging) for messages and visual images that connect emotionally and convey personal relevance to Hispanic shoppers.

This last point (on connecting emotionally and appealing to the senses) is particularly relevant, as Hispanic shoppers are often quite open in referring to social considerations as a primary driver of their purchase decisions. Across categories, we’ve consistently seen and heard references to more visceral, sensual factors (such as scent and softness) as decision drivers among Hispanic shoppers. Indeed, we’ve documented that Hispanic shoppers are more likely (than the general population) to open packages (if necessary) to smell and/or touch products before making purchases.

Connecting and persuading in the aisle  

So, how can marketers communicate more effectively with Hispanic shoppers? As a starting point, they need to ground their efforts in the understanding that the shopping experience for less-acculturated Hispanic shoppers is primarily visual, visceral and habitual, rather than purely rational. To succeed in this world, brands need to:

Leverage visual equities
One powerful strategy is to use a solid color block to create a “beacon” in the aisle, which leads Hispanic shoppers immediately to “their brand” and facilitates shopping (by reducing a 40-foot aisle to a more manageable 6-8-foot “mini-section”). Alternatively, strong displays can serve a similar purpose by visually preempting competition and allowing shoppers to avoid the hassle of the in-aisle experience. 

Keep it simple 
Less-acculturated Hispanic shoppers have largely “trained themselves” to shop visually, rather than relying on words. Marketers should accommodate this reality by using alternative color codes and pack structures (rather than copy) to differentiate among products/varieties and facilitate shopping. This philosophy also applies to on-pack communication, as a compelling visual is typically more impactful than a written claim.  While copy and claims do have a role, “less is more” should be the guiding philosophy. A strong, clear singular message (in English or Spanish) is far more likely to be seen and read (and acted upon) than a multitude of claims (in small print), which discourage engagement and can detract from clarity and appeal.

Connect emotionally
In-store signage and displays should be viewed as an opportunity to gain visual attention (break through clutter), to facilitate shopping – and to send a powerful message that connects with Hispanic shoppers on a visceral and personal level. Often, this last challenge is a matter of uncovering underlying purchase drivers (beauty, social acceptance, love of family, etc.) – and finding a compelling and own-able way to convey this visually. Alternatively, this can involve a way to engage with the brand on a more visceral and sensorial manner, via tasting, touching or smelling.

Start with the shopper and store
Finally, it is important to remember that effective packaging and shopper marketing programs are rooted in an understanding of the retail context. Of course, the reality is that Hispanic people shop at many different stores – and it is an anachronism (at best) to assume that all or most Hispanics are shopping at bodegas. But it would also be a mistake to ignore the role of these small, cluttered stores (and the shopkeeper), particularly among less-acculturated people. And one visit to a bodega (or a cluttered Walmart or Dollar Store) – with overstocked shelves, poor lighting and packages turned sideways – is an excellent reminder that products are not always presented as intended. Thus, we need to design for these “retail realities” and ensure that packaging is recognizable and shop-able from all angles – and that POS is working to properly highlight products, rather than adding to clutter and confusion.   

If these principles are somewhat familiar and universal in nature, this is by intent, because the core strategies for effective marketing to Hispanics are more generally applicable. As shoppers, we all face an overwhelming amount of choice in the store – and we all use visual cues to sort through this stimuli and quickly find trusted brands and familiar products. With less-acculturated Hispanic shoppers, this process is simply accentuated, given their language barriers. So if marketers can use design (colors, shapes, symbols, images, etc.) effectively to break through clutter, simplify shopping and connect emotionally with these shoppers, the same lessons can be applied to help brands win at retail across a wider range of shoppers and stores.