The New Hispanic Shopper
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Martin Ferror A look at the new Hispanic Shopper
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The New Hispanic Shopper
- 1. 1 THE NEW HISPANIC SHOPPER: HOW THIS AUDIENCE’S PATH TO PURCHASE IS EVOLVING APRIL 6TH, 2011 Martin Ferro Craig Elston Senior Planner, Insight & Strategy SVP, Insight & Strategy The Integer Group® The Integer Group® Private & Confidential ©The Integer Group, 2011
- 2. 2 @shopperculture #PMA100 Private & Confidential ©The Integer Group, 2011
- 3. 3 We are one of the worlds best and fastest growing Promotional, Retail, and Shopper Marketing agency networks. Private & Confidential ©The Integer Group, 2011
- 4. 4 Europe Hamburg Helsinki Milan Istanbul North America Paris Moscow* London* Denver Des Moines Dallas Asia New York Tokyo Chicago Shanghai Toronto* Singapore Central America Mumbai Mexico City Middle East Dubai South America São Paulo – Ponto | Integer Australia South Africa Sydney Johannesburg *PENDING Private & Confidential ©The Integer Group, 2011
- 5. 5 Seattle Minneapolis Milwaukee New York Des Moines Edison Sacramento Chicago Cincinnati Denver San Jose D.C. Indianapolis Los Angeles Kansas City Orange County Charlotte Bentonville Greenville Phoenix San Diego Dallas Atlanta Baton Rouge Tampa Full-Service Office Field Office Private & Confidential ©The Integer Group, 2011
- 6. 6 Private & Confidential ©The Integer Group, 2011
- 7. 7 30, 18, 12, 8 ? 4 Private & Confidential ©The Integer Group, 2011
- 8. 8 We all form bias Private & Confidential ©The Integer Group, 2011
- 9. 9 HISPANIC SHOPPING STEREOTYPE Private & Confidential ©The Integer Group, 2011
- 10. 10 So we are here to present a picture of Hispanics that adds and doesn’t subtract, an evolution, one that doesn’t try to simplify but that tries to be truer to their richness Private & Confidential ©The Integer Group, 2011
- 11. 11 (and from a shopper perspective) Private & Confidential ©The Integer Group, 2011
- 12. 12 OUR STUDIES Private & Confidential ©The Integer Group, 2011
- 13. 13 1,200 per month Private & Confidential ©The Integer Group, 2011
- 14. 14 AT-HOME ETHNOGRAPHIES Private & Confidential ©The Integer Group, 2011
- 15. 15 THE CHANGING HISPANIC SHOPPER 1. The value equation is shifting 2. Shopping practices are evolving 3. Shopping loyalties are changing 4. New shopping behaviors adopted 5. Digital shopping is booming 6. Hispanic males adapt to shifting roles Private & Confidential ©The Integer Group, 2011
- 16. 16 THE SHIFTING VALUE EQUATION Private & Confidential ©The Integer Group, 2011
- 17. 17 Private & Confidential ©The Integer Group, 2011
- 18. RELATIONSHIP BETWEEN VALUE AND TRIP TYPE 35% 30% 25% 20% 15% 10% Spend as little as possibe 5% Satisfy family expectations 0% Feb ‘09 Jun ‘09 Sept ‘09 Nov ‘09 Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
- 19. RELATIONSHIP BETWEEN VALUE AND TRIP TYPE 35% 30% 25% 20% 15% Spend as little as 10% possibe One stop shopping 5% Satisfy family 0% expectations Feb ‘09 Jun ‘09 Sept ‘09 Nov ‘09 Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
- 20. 20 EVOLVING SHOPPING PRACTICES Private & Confidential ©The Integer Group, 2011
- 21. 21 Private & Confidential ©The Integer Group, 2011
- 22. IN-STORE SHOPPING TOOLS Circular On-shelf messaging Sampling Non-Hispanic Packaging Floor graphics 0% 10% 20% 30% 40% 50% 60% 70% Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
- 23. IN-STORE SHOPPING TOOLS Circular On-shelf messaging Sampling Hispanic Shoppers Non-Hispanic Packaging Floor graphics 0% 10% 20% 30% 40% 50% 60% 70% Source: The Integer Group | M/A/R/C Research 2009 Checkout Study
- 25. 25 Private & Confidential ©The Integer Group, 2011
- 26. 26 CHANGING SHOPPING LOYALTIES Private & Confidential ©The Integer Group, 2011
- 27. 27 Private & Confidential ©The Integer Group, 2011
- 28. BUYING PRIVATE LABEL Buying more now …will stick with store brand in future Buying more now ...will continue to buy more 41% in future Buying more now ...will switch back to brand name in future Buying same amount store brands as last year Buying fewer store brands than last year 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: The Integer Group | M/A/R/C Research 2010 Checkout Study
- 29. 29 NEW SHOPPING BEHAVIORS Private & Confidential ©The Integer Group, 2011
- 30. 30 Private & Confidential ©The Integer Group, 2011
- 31. IN-STORE SHOPPING AIDS 55% 50% 49% 45% 40% 42% 35% Coupons from a manufacturer 30% 25% 20% Source: The Integer Group | M/A/R/C Research 2009 - 2010 Checkout Study
- 32. IN-STORE SHOPPING AIDS 55% 50% 45% 45% 40% 35% 39% Shopper card discount 30% 25% 20% Source: The Integer Group | M/A/R/C Research 2009 - 2010 Checkout Study
- 33. IN-STORE SHOPPING AIDS 45% 40% 36% 35% 30% 31% Coupons from the store 25% 20% Source: The Integer Group | M/A/R/C Research 2009 - 2010 Checkout Study
- 34. 34 BOOM IN DIGITAL SHOPPING Private & Confidential ©The Integer Group, 2011
- 35. 35 Private & Confidential ©The Integer Group, 2011
- 36. ONLINE SHOPPING AIDS Real-time price and inventory checking Online coupon services (e.g. Groupon) Product demonstration videos Non-Hispanic Real-time chat Social media (e.g. Facebook, Twitter, etc.) 0% 10% 20% 30% 40% 50% 60% Source: The Integer Group | M/A/R/C Research February 2011 Checkout Study, N = 1,228 36
- 37. ONLINE SHOPPING AIDS Real-time price and inventory checking Online coupon services (e.g. Groupon) Product demonstration Hispanic videos Non-Hispanic Real-time chat Social media (e.g. Facebook, Twitter, etc.) 0% 10% 20% 30% 40% 50% 60% Source: The Integer Group | M/A/R/C Research February 2011 Checkout Study, N = 1,228 37
- 38. 38 SHIFTING ROLES OF HISPANIC MEN Private & Confidential ©The Integer Group, 2011
- 39. 39 Private & Confidential ©The Integer Group, 2011
- 40. 40 RELATIONSHIPS WITH RETAILERS BLOSSOMING 1. The value equation is shifting 2. Shopping practices are evolving 3. Shopping loyalties are changing 4. New shopping behaviors adopted 5. Digital shopping is booming 6. Hispanic males adapt to shifting roles Private & Confidential ©The Integer Group, 2011
- 41. 41 SO WHAT? Private & Confidential ©The Integer Group, 2011
- 42. 42 HISPANIC SHOPPING STEREOTYPE Private & Confidential ©The Integer Group, 2011
- 43. 43 Private & Confidential ©The Integer Group, 2011
- 44. 44 Private & Confidential ©The Integer Group, 2011
- 45. 45 Private & Confidential ©The Integer Group, 2011
- 46. 46 CREATING STEREOTYPES IS BAD BUSINESS Private & Confidential ©The Integer Group, 2011
- 47. 47 Private & Confidential ©The Integer Group, 2011
- 48. 48 OR WE CAN EMBRACE THEIR COMPLEXITY Private & Confidential ©The Integer Group, 2011
- 49. 49 Be engaging, create stronger bonds, build stronger brands, and therefore stronger ROIs Private & Confidential ©The Integer Group, 2011
- 50. 50 QUESTIONS? Martin Ferro Craig Elston Senior Planner, Insight & Strategy SVP, Insight & Strategy The Integer Group® The Integer Group® +1.303.393. +1.303.393.3474 martinferro@integer.com celston@integer.com Download or subscribe to The Integer Group’s white papers, presentations and editions of The Checkout at www.shopperculture.com Private & Confidential ©The Integer Group, 2011