Beyond Bodegas: Developing a Retail Relationship with Hispanic Customers (Hardcover)

~ (Author) "On April 29, 1992 I was on a special assignment for Mobil Oil Corporation with an older and wiser co-worker, Ralph Ripke..." (more)
Key Phrases: bilingual cards, arroz con leche, less acculturated, United States, Los Angeles, Latin American (more...)

Editorial Reviews

Review

Jim Perkins takes us on a compelling and informational journey through the backstreets of Hispanic culture. -- Beverly Pollington-Sirjani, Editor-in-Chief, Convenience Industry News

Jim Perkins' cultural sensitivity and mastery of how to attract Hispanic consumers, comes through in eight areas of proven practices. -- Carlos Santiago, President/ CEO, Santiago Solutions Group

Product Description

The real competition for Hispanic market share takes place at the local level. Regardless of the nature of your business--retail, convenience stores, banks, supermarkets--if you want to be a successful and profitable player in the lucrative Hispanic marketplace, you need to understand the dynamics of the community at the local level. In this ground-breaking book, retail expert, Jim Perkins, offers scores of insights into the mindset and shopping behavior of Hispanic consumers.

Discover why a sleek mo dern store may turn off Hispanic consumers. Learn the importance of diversifying the workforce in your retail store. Listen in on neighborhood conversations around the simple pleasures of ice cream. Learn about cultural nostalgia, and when and when not to rely on Spanish as an advertising language.

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Product Details

• Hardcover: 168 pages
• Publisher: Paramount Market Publishing, Inc. (November 2004)
• Language: English
• ISBN-10: 0972529039
• ISBN-13: 978-0972529037
• Product Dimensions: 9.2 x 6.2 x 0.6 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #1,013,242 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Beyond my expectations, November 30, 2006

By	RCF (Chicago, IL United States) - See all my reviews

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.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Seasoned, practical, tested advice, February 7, 2005

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

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.