Customer Reviews

Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers

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I work for a Fortune 500 company, although we already market in the US to the Hispanic community, we strive to stay ahead of the trends. "Beyond Bodegas" was recently recommended to me by a fellow marketer who attended a retail conference where the author, Jim Perkins, had not only spoke, but also conducted a retail tour providing attendees hands-on experience within the stores. I'm sorry to say I missed out on the opportunity to attend. Skeptical as I am that there's much more to learn beyond what my company has accomplished, "Beyond Bodegas" -- with its excerpts to other companies' practices and in-depth insights to cultural sensitivities that impact a consumer's purchase decision -- proved otherwise. Extremely legitimate, relevant and timely, an excellent read for marketers in all phases of business. I hope to read more from this author.

In Beyond Bodegas: Developing A Retail Relationship With Hispanic Customers, author Jim Perkins draws upon his affinity for Spanish culture as well as his many years of experience working in the retail business in Mexico and the United States to offer seasoned, practical, tested advice to materially assist retailers of all kinds to learn more about what their Hispanic customers may expect from them. Such retailers are provided with strategies to attract Hispanic customers ranging from creating a store-within-a-store, to stocking known Hispanic brands alongside their U.S. counterparts, to making certain their signs are in Spanish and a bilingual staff is on hand to assist their Hispanic clientele. Also covered in detail are Hispanic brands, elements in creating warm and friendly exteriors and interiors, the importance of faith and religious holidays in the Hispanic community, and the necessity of making a commitment to the Hispanic community in order to be successful marketing to an Hispanic customer base. With the growing Hispanic population within the United States, Beyond Bodegas is significant and highly recommended reading for anyone seeking to market a product or service to Hispanic consumers.