2/17/15

An In-Depth Look at Hispanics

Shopping Behavior
Featuring: Terry Soto, About Market Solu7ons, Inc.

Sponsored by:

Hispanics: A Huge Opportunity

to Grow Travel Plaza Sales


February 18, 2015
Wynn Hotel
Las Vegas, Nevada
2

2/17/15

Who We Are and What We Do

Marke7ng Strategy
Alignment and
Integra7on

Distribu7on, Supply
Chain and Sourcing
Op7miza7on

ABOUT MARKETING SOLUTIONS, INC.

Marke7ng, Branding,
Adver7sing, Media and
Promo7ons Strategy

Hispanic Marketing and Strategy

Our Clients Experience:

Diversity and Inclusion

Op7miza7on

Shopper Analy7cs and

Marke7ng

360 Customer
Experience
Op7miza7on

Product Innova7on and

Development

Skills Transfer and

Competency Building

2/17/15

Americas Racial Tapestry Is Changing Fast

We Were Once A Black And White Country. Now, Were A
Rainbow.
Hispanic

70%

Black

65%

60%

35%

40%

Asian

White Non-Hispanic

60%

40%
7%
14%

51%

49%

46%

54%

8%
15%

9%
15%

4%
13%
13%

5%
14%

6%
14%

16%

19%

23%

27%

30%

2000

2010

2020

2030

2040

2050

Source: U.S. Census

A HISPANIC MARKET OVERVIEW

2/17/15

Hispanic Population, by State: 2012

States and D.C. are listed in descending order of number of
Hispanic residents in 2012
Universe: 2012 resident population

California
Texas
Florida
New York
Illinois
Arizona
New Jersey
Colorado
New Mexico
Georgia
North Carolina
Washington
Pennsylvania
Nevada
Virginia
Massachusetts
Connecticut
Maryland
Oregon
Michigan

Hispanic
population
14,539,578
9,959,855
4,484,248
3,553,080
2,099,195
1,977,233
1,642,807
1,088,145
979,977
903,300

Total
population
38,041,430
26,059,203
19,317,568
19,570,261
12,875,255
6,553,255
8,864,590
5,187,582
2,085,538
9,919,945

Percent
Hispanic
38.2
38.2
23.2
18.2
16.3
30.2
18.5
21.0
47.0
9.1

845,420
807,998
776,832
752,505
687,008
673,731
510,514
510,448
473,115
452,141

9,752,073
6,897,012
12,763,536
2,758,931
8,185,867
6,646,144
3,590,347
5,884,563
3,899,353
9,883,360

8.7
11.7
6.1
27.3
8.4
10.1
14.2
8.7
12.1
4.6

Source: Pew Research Center's Hispanic Trends Project

tabulations of 2012 American Community Survey (1%
IPUMS)

Change in the Hispanic Population, by State:

2000 and 2012
S tates a nd D .C . a re l isted i n d esc ending o rder o f n umber o f H ispanic r esidents i n 2 012
Univ erse: 2 000 a nd 2 012 H ispanic r esident p opulation

P erc ent
C hange, 2 000-

c hange,

2012

2000- 2012

2012

2000

T ennes s ee
S outh C arolina
A labama
K entucky
S outh D akota
A rkans as
N orth C arolina
N orth D akota
M aryland
G eorg ia

3 0 6 ,710
2 4 7,3 3 6
18 5,18 8
13 3 ,72 6
2 3 ,4 0 2
19 7,14 6
8 4 5,4 2 0
16 ,4 59
510 ,4 4 8
9 0 3 ,3 0 0

116 ,6 9 2
9 4 ,6 52
72 ,152
56 ,9 2 2
10 ,10 1
8 5,3 0 3
3 77,0 8 4
7,4 2 9
2 3 0 ,9 9 2
4 3 4 ,3 75

19 0 ,0 18
152 ,6 8 4
113 ,0 3 6
76 ,8 0 4
13 ,3 0 1
111,8 4 3
4 6 8 ,3 3 6
9 ,0 3 0
2 79 ,4 56
4 6 8 ,9 2 5

16 2 .8
16 1.3
156 .7
13 4 .9
13 1.7
13 1.1
12 4 .2
12 1.6
12 1.0
10 8 .0

D elaware
V irg inia
Oklahoma
M is s is s ippi
V ermont
Iowa
P enns ylvania
N ebras ka
N evada
Indiana

78 ,59 7
6 8 7,0 0 8
3 56 ,0 77
76 ,13 9
10 ,6 6 2
16 0 ,56 6
776 ,8 3 2
178 ,79 3
752 ,50 5
4 0 8 ,74 8

3 7,8 11
3 3 3 ,4 8 2
173 ,74 6
3 7,3 0 1
5,2 6 0
8 0 ,2 0 4
3 9 9 ,73 6
9 2 ,8 3 6
3 9 3 ,3 9 7
2 14 ,750

4 0 ,78 6
3 53 ,52 6
18 2 ,3 3 1
3 8 ,8 3 8
5,4 0 2
8 0 ,3 6 2
3 77,0 9 6
8 5,9 57
3 59 ,10 8
19 3 ,9 9 8

10 7.9
10 6 .0
10 4 .9
10 4 .1
10 2 .7
10 0 .2
9 4 .3
9 2 .6
9 1.3
9 0 .3

2/17/15

Hispanics Will Account For Most Future

Popula7on Growth Thought 2050
Hispanics will contribute to 60 PERCENT OR HIGHER OF ALL POPULATION
GROWTH over the next ve years.
Projected U.S. Popula[on Growth From 2010 to 2050

+ 1%
+42%

Total

White
Non-Hispanic

+56%

+142%

+167%

African
American

Asian
American

Hispanic
American

* Excludes American Indian, Alaska Na7ve, Hawaiian & Other Pacic Islanders
Source: Nielsen State of the Hispanic Consumer Report: The Hispanic Market Impera7ve Projected U.S.
Popula7on Growth From 2010 to 2050

2/3 of Hispanics Are U.S. Born And

1/3 Of The Foreign Born Are U.S. Ci7zens
Hispanic Population, by Nativity: 2000 and 2012
Universe: 2 000 a nd 2 012 H ispanic r esident p opulation
2012 p opulation

2000 p opulation

P erc ent, 2 012

P erc ent, 2 000

Native b orn

34,118,237

21,072,230

64.5

59.9

Foreign b orn

18,814,246

14,132,250

35.5

40.1

C itiz en
Non- c itiz en
Total

6,032,710

3,917,885

11.4

11.1

12,781,536

10,214,365

24.1

29.0

52,932,483

35,204,480

10 0 . 0

11 Million are Undocumented

10 0 . 0

Change in the Hispanic Population, by Nativity:

2000 and 2012

Most Hispanic Popula7on

Growth Is Now Organic vs.
Immigra7on

Univ erse: 2 000 a nd 2 012 H ispanic r esident p opulation

2012 p opulation 2000 p opulation

C hange, P erc
ent
c hange,

2000- 2012

2000- 2012

Nativ e b orn

34,118,237

21,072,230

13,046,007

61.9

Foreign b orn

18,814,246

14,132,250

4,681,996

33.1

Total

52,932,483

35,204,480

Source: Pew Research Center's Hispanic Trends Project tabula7ons of 2000 Census
(5% IPUMS) and 2012 American Community Survey (1% IPUMS)

17 , 7 2 8 , 0 0 3

50.4

S hare o f t otal
c hange ( %)
73.6
26.4
10 0 . 0

10

2/17/15

THE HISPANIC TRUCK DRIVER

OPPORTUNITY

An Industry in Mo7on
Hispanics are lling in the ranks in the
trucking industry as older genera7ons of
Caucasian truckers re7re

Large transporta7on companies are also
replacing employees with sub-contractor
teams and independent truckers, and
Hispanics t that prole
As of May 2013, 19.3% of all commercial
drivers are Hispanic
Source: BLS, hgp://www.bls.gov/cps/aa2012/cpsaat11.htm
last updated:
12
February 5, 2013, hgp://www.bls.gov/oes/current/oes533032.htm#ind

2/17/15

Slow Caucasian Driver Recruitment Has Been

Lagging Industry Growth For Years

Robert Lake, Execu[ve Publisher of Truckers News

Companies that want to be protable and ll their trucks have to look outside the typical driver
prole.

Larry Johnson, President of the Nebraska Trucking Associa[on

"In correla7on to the growth of the Hispanic popula7on, we're not reaching out as fast as we
should.

Schneider Na[onal Inc. of Green Bay, Wisc., One Of The Country's Largest Trucking
Companies
Tapping Hispanic business groups for help in placing Spanish-language adver7sements and
par7cipa7ng in job fairs.

Gary Kelley, VP Recruitment and Human Resources, Chaganooga, Tenn.-based US Xpress

Enterprises Inc.
Adver7sing in Spanish for drivers and seeking Spanish-speaking recruiters, payroll clerks and
dispatchers to cushion the arrival of more Hispanic drivers.

"If you keep doing business like you did yesterday, you're eventually going to

get run over. It's going to be dicult and expensive, but it's going to be well
worth the investment."

High Correla7on: States With Largest Hispanic

Popula7on and Highest Trucker Employment
Largest Concentra7on of Hispanic Truckers by State

32%

18%
24%

29%

63%
51%

33% 62%
49%

Source: Pew Hispanic Center, hgp://www.pewhispanic.org/2013/08/29/u-s-hispanic-popula7on-by-

county-1980-2011/, Bureau of Labor Sta7s7cs, hgp://www.bls.gov/oes/current/oes533032.htm, hgp://
transportela7no.com/

2/17/15

Organiza7ons Rise Up To Support

Hispanic Truckers

Source: hgp://transportela7no.com/, hgp://hispanictruckingassocia7on.org/

15

THE HISPANIC CONSUMER OPPORTUNITY

2/17/15

Hispanics Love Road Trips and Rely Heavily on

Social and Mobile Technology

At least 81% of Hispanics took a road trip in the last year

61% took at least 3 road trips in the last year
74% took trips which were 3 days or longer
42% travel with kids
33% travel with parents
50% travel to visit family

Hispanics spend money while on the road

57% shopping
49% non-fast food
47% fast food

Road trips are a social and mobile experience

79% get direc7ons and use mapping features

52% share travel plan on mobile
43% get advice on social media
59% share travel experience while on the road
72% share pictures aoer their trips
17

Seven In Ten Hispanics Shop Travel Stores When

On A Road Trip or Traveling

2/17/15

HISPANICS SHOPPING BEHAVIOR

Hispanics Have Larger Families and Skew

Younger in Age Than Non-Hispanics
Households, by Family Size, Race and Ethnicity:
2012
Universe: 2012 family households

Median Age in Years, by Sex, Race and

Ethnicity: 2012

Universe: 2012 resident population

Three- or Five-person
Two-person four- person families or
families
families
more
PERCENT DISTRIBUTION
Hispanic
27.7
46.4
25.9
Native born
34.7
46.5
18.8
Foreign born
22.0
46.2
31.8

All Male
Total
100.0
100.0
100.0

Hispanic

Female

27

27

28

Native born

18

18

19

Foreign born

40

39

41

42

41

43

White alone, not

Hispanic

White alone, not

Hispanic

52.0

38.0

10.0

100.0

Black alone, not Hispanic 33

31

34

Black alone, not

Hispanic

41.2

43.9

14.9

100.0

36

35

37

Asian alone, not

Hispanic

Asian alone, not

Hispanic

31.8

50.8

17.4

100.0

Other, not Hispanic

23

22

24

Other, not
Hispanic

39.6

43.7

16.7

100.0

All

37

36

38

All

46.2

40.6

13.3

100.0

Source: Pew Research Center's Hispanic Trends Project tabula7ons of 2012 American
Community Survey,

20

10

2/17/15

Hispanics Drive Growth

Across Key Retail Categories

FOOD AT HOME

TELECOM

21

Source: HIS Global Insights 2010 (Consumer Spending Forecast 2010-2015)

Hispanics Spend More Across Retail Formats,

Especially At Convenience/Gas Retailers
Basket Ring $ Per Trip
Warehouse Clubs
Supercenters

$107
$62

Mass Merchandisers

$51

Grocery Stores

$47

$101
$67

$52
$47

Drug Stores $26 $29 $26

Convenience/Gas
Dollar Stores

$31 $24 $22

$100

$64
$49

$45

Hispanic-Spanish Preferred
Hispanic-English Preferred
White Non-Hispanic

$16 $15 $16

Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, based on total basket ring,
excluding gas only or Rx only trips

22

11

2/17/15

Spanish Speaking Hispanics Spend An Average Of $35

On C-Store Purchases Other Than Gasoline

U.S. Hispanics Are Signicantly More Likely to Use

C-Stores For Grocery Type Purchases
Spanish-dominant Hispanics are more
likely to make grocery item purchases at c-
stores than other Hispanics
Hispanics make almost two more visits a
month than non-Hispanics to major oil
chain convenience stores
Over two thirds of Hispanics say HAVING
FRESH FOOD AVAILABLE IS VERY/
SOMEWHAT IMPORTANT
Fresh Foods Are More Likely To Be
Purchased By Hispanics For Lunch Or
Breakfast and hot foods are preferred
Sandwiches/Wraps are least likely to be
purchased by Hispanics
The NPD Group/The C-Store Hispanic Shopper report (Base sizes: Non-Hispanics: 2165,
Hispanics: 1741

12

2/17/15

Industry Experts Agree

David Calhoun, CEO, Nielsen

Spend 65 percent of your <me guring

out your Hispanic opportunity because it is
no doubt the single biggest source of growth for all
companies in the U.S. in the short and long term.

Tony Rogers, Walmart's

Senior VP-brand Marke7ng
And Adver7sing
"One hundred percent of the growth [in sales] is
going to come from mul7cultural customers as a
result, our spending against

mul<cultural customers will grow by

at least 100%."

HISPANICS FOOD AND FLAVOR

DIFFERENCES

13

2/17/15

Hispanic Food Culture Dies Hard

Regardless of English Speaking Abili[es or Place of Birth
How Ooen Are Tradi7ons Followed When Planning and Serving Meals?
Percent of Primary Food Preparers

35

34
29

31
24

65%

20

Always

Ooen
Total Hispanics n=739

Some7mes
Rarely
Millennial Hispanics n=231
27

Source: The NPD Group, Inc. | Proprietary and Conden7al

Most Hispanics are of Mexican Origin or

Heritage and Most Mexicans are U.S. Born
Detailed Hispanic Origin: 2012

Nativity, by Detailed Hispanic Origin: 2012

Hispanic populations are listed in descending order of population size

Universe: 2012 Hispanic resident population
Mexican
Puerto Rican
Cuban
Salvadoran
All Other Spanish/Hispanic/Latino
Dominican
Guatemalan
Colombian
Honduran
Spaniard
Ecuadorian
Peruvian
Nicaraguan
Venezuelan
Argentinean
Panamanian
Costa Rican
Chilean
Bolivian
Uruguayan
Other Central American
Other South American
Paraguayan
Total

Number
33,972,251
4,929,992
1,973,108
1,969,495
1,737,757
1,648,209
1,265,400
1,080,843
774,866
723,519
664,408
582,662
408,261
257,807
240,171
184,889
137,724
129,074
99,929
63,709
42,074
26,908
19,427
52,932,483

Percent
64.2
9.3
3.7
3.7
3.3
3.1
2.4
2.0
1.5
1.4
1.3
1.1
0.8
0.5
0.5
0.3
0.3
0.2
0.2
0.1
0.1
0.1
<0.05
100.0

Hispanic populations are listed in descending order of total population size

Universe: 2012 Hispanic resident population
Mexican
Puerto Rican
Cuban
Salvadoran
All Other Spanish/Hispanic/
Latino
Dominican
Guatemalan
Colombian
Honduran
Spaniard
Ecuadorian
Peruvian
Nicaraguan
Venezuelan
Argentinean
Panamanian
Costa Rican
Chilean
Bolivian
Uruguayan
Other Central American
Other South American
Paraguayan
Total

Total
Native born Foreign born Percent foreign born
33,972,251 22,523,657 11,448,594
33.7
4,929,992
4,867,585
62,407
1.3
1,973,108
863,266
1,109,842
56.2
1,969,495
791,606
1,177,889
59.8
1,737,757

263,335

15.2

1,648,209
724,586
923,623
1,265,400
448,884
816,516
1,080,843
399,960
680,883
774,866
274,854
500,012
723,519
627,762
95,757
664,408
263,954
400,454
582,662
194,613
388,049
408,261
167,718
240,543
257,807
76,380
181,427
240,171
90,969
149,202
184,889
108,658
76,231
137,724
70,792
66,932
129,074
52,718
76,356
99,929
38,687
61,242
63,709
17,146
46,563
42,074
21,651
20,423
26,908
11,756
15,152
19,427
6,613
12,814
52,932,483 34,118,237 18,814,246

1,474,422

56.0
64.5
63.0
64.5
13.2
60.3
66.6
58.9
70.4
62.1
41.2
48.6
59.2
61.3
73.1
48.5
56.3
66.0
35.5

Source: Pew Research Center's Hispanic Trends Project tabula7ons of 2000 Census
(5% IPUMS) and 2012 American Community Survey (1% IPUMS)

14

2/17/15

Know The Na7onality of

Hispanics in Your Footprint

29

Source: U.S. Census 2010

Whats Favored By Mexicans Isnt Necessarily

Favored By Ecuadorians, Cubans Or Puerto Ricans

Corn, maize and beans are staples

Corn and beans are staples

Tomato sauces and rich chili

pastes

Tomato and onions sauces with

minimal use of chilies

Seafood and tropical avors of

coastal regions

Stews, moles, and braised meats
and poultry inland

Cinnamon, clove, cumin, and
cilantro, mint, epazote spices and
herbs are common

Seafood and tropical avors in

coastal regions

Cilantro, garlic, peppers, onions,

tomatoes and green peppers

Potatoes, corn, beans, rice and
plantain are staples in Ecuador,
Peru, Bolivia and Colombia

Italian/German avors in
Argen7na, Chile and Uruguay

Pork, chicken and beef in stews,

grilled or roasted

Seafood in coastal regions

Pupusas, empanadas, tamales
Yucca in Panama

Beef more common in Argen7na

and Brazil
Sausages, rabbit, guinea pig, goat,
and lamb in Andean countries

Rice, beans, plantain are staples

Garlic, red peppers, coconut milk
and adobos
Seafood predominates

Roots highlighted yucca, malanga,
and yams

Okra, black eyed peas, pigeon
peas, and greens avored with
smoked meats

Spanish sausages, sardines,
capers, olives, oils, and saron are
common

15

2/17/15

Snacking In La7n America Is Dierent

Cau7on: Represents Mexico Examples Only

Mango, pineapple,
papaya,
watermelon,
cantaloupe,
cucumber, and
jcama sprinkled
with powdered chili
like Tajn (chile,
lime and salt)

Natural fruit Juice

popsicles or paletas
in all sorts of fruits
avors

Candy especially
tamarind pulp and
lolly pops with chile
avor

Cookies, many with

fruits llings,
sandwich cookies,
lots of coconut and
very plain Maras

31

Snacking In La7n America Is Dierent

Cau7on: Represents Mexico Examples Only

Popcorn is enjoyed
sprinkled with
Valen7na hot sauce

Corn kernels mixed

with chili powder,
crema fresca, lime,
mayonaise and
queso fresco

Peanuts are big

especially with
added lime and
salt, or lime and
chili

Potato chips
topped with hot
sauce.
Other favorites
include spicy corn
chips like Takis

32

16

2/17/15

Hispanics Inuence The Growing Anity for

La7n Flavors Among Non-Hispanics

The expanding appe[te for La[no cuisine among non-Hispanic Americans, combined with
the rapid increase in the U.S. Hispanic popula7on, drove sales to $10 billion in 2014.
Mexican/Hispanic-inspired oerings make up the largest segment, and posted the strongest
growth among the segments from 2011-13.

Mainstream
Mexican

Authen7c
Hispanic

Nuevo La7no

Tor7llas, Salsa, Tacos,

Burritos, Nachos, Refried
Beans, Tex-Mex cuisine,
and other products that
have become part of the
American culture

Products either imported

from Hispanic countries to
the United States or
products made
domes7cally that use
tradi7onal recipes

Products with south-of-

the-border air, including
tradi7onal American foods
made with Hispanic
ingredients, as well as
unique new crea7ons that
meld a variety of Hispanic
avors and food tradi7ons

Manufacturers Innovate With Hispanic Flavor

Trends and Non-Hispanic Consumers In Mind
Chips

Sweet Snacks

Salsas, Dips
and Spreads

Snack Foods

Beverages

34

17

2/17/15

Restaurants Con7nue To Add Hispanic Items to

Please Non-Hispanic Appe7te for Hispanic Food

Baja Shrimp
Stued
Quesadilla

Chicken Fajita
Taco

Grilled Shrimp
Street Tacos

Key West
Shrimp Taco

Barbacoa Tacos

toma7llo
verde salsa

re-roasted
blend of
poblano
peppers

chipotle ranch
dressing

fresh avocado,
ancho-chili
sour cream

baja sauce

35

Source:

So What? OR W hat Now?

What Camp Are You In?
Some of us will hear these insights and think they
dont apply to us.
Some of us will think theyre important,
but will ignore them and continue with the
status quo.
Some of us are just bad at math and cant conceive
the business implications.

A few smart ones will ask, how do I get there?

36

18

2/17/15

Best Prac7ces for Hispanic Marke7ng and

Merchandising Success
1. Learn More About Your Ethnic
Shoppers
2. Dene Your Hispanic
Merchandising Look
3. Tailor Your Oer
4. Enhance The In-store Experience
5. Recruit And Retain A Diverse Sta
6. Communicate Value At All Points
Of Contact

1 Learn About Your Hispanic Shoppers So You Can

Serve Them Beger
Understand product and
service preferences and needs
Clear understanding of the make-up of
Hispanic customers in your footprint
Na7onality and food culture

Dene your oering based on

consump7on pagerns and food culture
Truck drivers
Families on road trip

Source: Grow with America Best Practices in Ethnic Marketing and Merchandising,
2002, Coca Cola Retailing Research Council of North America

19

2/17/15

2 Dene Your Hispanic Merchandising Look And

Organize To Execute It
Demonstrate commitment
to serve Hispanics through
the right product
assortment
and services

Highlight fresh and hot foods

prominently
Display key Hispanic products visibly
Stock the right types, brands, sizes,
avors depending on customer
na7onality
Create Hispanic product sec7on only if
you have a cri7cal mass integrate
into respec7ve categories otherwise

Source: Grow with America Best Practices in Ethnic Marketing and Merchandising,
2002, Coca Cola Retailing Research Council of North America

Tailor Your Oering

*Cau7on: Par7al List, Not Applicable To All Hispanics

Bread/Tor[llas

Fresh / Dried / Cut Fruit

Dairy

Bimbo Mantecados
Sweet Bread (Conchas)
Kings Hawaiian
Goya Water Crackers
Guerrero/Mission Corn and Flour Tor7llas
Tostadas

Whole fruit (bananas, grapes, apples, oranges,

limes, lemons)
Cut fruit (mango, watermelon, melon)
Dried Mango/Chile Mango
Salted Plums

Milk (Pints and Quarts)

Condensed Milk (Pull Top)
Chocolate Milk (Pints and Quarts)
Cajeta (caramel)
LaLa, other yogurt and smoothie beverages
Hispanic Cheese
Hispanic Creams

Candy/Nuts

Chips/Pork Rinds

Canned/Refrigerated

De La Rosa Masapan
Macaroons
Obleas
Tamariind Candy (spicy)
Peanuts (spicy)
Japanese Nuts

Sabritas
Barcel
Takis
Masapan
Plantain Chips (South Amer/Caribbean)
Yucca Chips (South Amer/Caribbean)

Refried and Charro Beans

Burritos
Empanadas
Croquetas
Churros
Stued Potatoes
Pastelitos

Condiments

Beer

Beverages /Coee/Chocolate

Tapa7o, Cholula, Valen7na Hot Sauce

Tajn (chile powder for fruit)
Herdez and La Costea Dips and Salsas

Budweiser/Bud Light
Coors/Coors Light
Miller
Heineken
Dos Equis, Modelo Especial, Tecate
Corona (Caribbean)
Guatemalan beerr
Clamato

Mexican Coke, Jarritos

Juice/Nectars/Fruit drinks (Jumex/Goya/Kerns)
Chilled, gallon size water jugs
Gatorade, Powerade (large bogles)
Coconut water
PepsiCo's Brisk Teas (mul7ple avors)
Nescafe
Abuelita /Ibarra Hot Choc bars/Instant/RTS

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3 Tailor Your Oering (contd)

Money
Transfers

Check
Cashing

Branded
Phone
Cards

Bill
Payment

Notary

3 Tailor Your Oering (contd)

Copy and Fax

Machine

Computer
Kiosk or Terminals

Wi-Fi

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2/17/15

3 Tailor Your Oering (contd)

Medals
Magnets
Statues

Flags
S7ckers
Key Chains

Key Chains
Stamps
Candles

S7ckers
Key Chains
Magnets
T-Shirts
Blankets

4 Enhance The In-store Shopping Experience

Ensure Your Hispanics
Customers Can Easily
Navigate and nd Your
Products and Services
Laundry Room and Shower
Instruc7on Boards
Direc7onal Signage
Aisle signage
Digital Assets
Bulle7n Boards

Source: Grow with America Best Practices in Ethnic Marketing and Merchandising,
2002, Coca Cola Retailing Research Council of North America

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2/17/15

51. Recruit And Retain A Diverse Sta

Leverage Language And
Community To
Strengthen Diverse
Recruitment Eorts
Bilingual ads and posters
Reach out to community-based
organiza7ons
Recruit high schools
Encourage employee referrals
Dont translate
Use professionals

6 Communicate Value At All Points Of Contact

Ensure Your MarkeOng
Messages Are Received
and Understood
In Travel Plaza Facility

Bulle7n Boards
Corporate Pledges
TV Screens
Point of Sale Posters
Frequent User Programs

Source: Grow with America Best Practices in Ethnic Marketing and Merchandising, 2002,
Coca Cola Retailing Research Council of North America

23

2/17/15

Bohom Line
No such thing as the Average trucker or road trip consumer anymore
Hispanics are driving the growth of U.S. consumer and Trucker popula7ons
Trucking industry recognized 10 years ago that survival required adap7ng
hiring prac7ces to changing demographics
Hispanics are not homogenous - 22 countries, constantly evolving
Hispanics are mostly US Born, but language and food culture preferences
endure for genera7ons
Hispanics spend 2X more at C-Store/Travel Plaza loca7ons than other
shoppers
Hispanics want, need and shop for dierent food and non-food items in
dierent parts of the country
Non-Hispanics show strong anity for Hispanic avors manufacturers,
retailers and restaurants have been quick to respond
Organizing to understand and implement a strong strategy that op7mizes
sales among Hispanics takes discipline and investment of resources, but in
todays demographic environment its a business impera7ve.

Preguntas?

about marke7ng solu7ons, inc.
www.aboutmarke7ngsolu7ons.com
terrysoto@aboutmarke7ngsonlu7ons.com
818-842-9688 direct
310-713-0241 cell

48

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2/17/15

Terry J. Soto
President and CEO, about marke[ng solu[ons, inc.
Ms Soto is a well-respected voice in strategy consul7ng and works with
Fortune 50 to Fortune 500 organiza7ons to drama7cally improve their
overall business performance by op7mizing their strategies to succeed
among U.S. Hispanics.
Terry's consul7ng work for mul7na7onal corpora7ons spans a broad
range of categories including, food and beverage, retail, nancial,
telcom, entertainment, and media.
She is the author of Marke<ng to Hispanics A Strategic Approach to
Assessing and Planning Your Ini<a<ve and is lead author of Grow with
America: Best Prac<ces in Ethnic Marke<ng and Merchandising.
Ms. Soto frequently speaks at industry conferences across the country
and is a trusted contributor to a variety of trade publica7ons including
Retail Merchandiser, Progressive Grocer, Restaurant Management,
Supermarket News, American Banker, and others.

Terry is a na7ve of Ecuador and is completely bilingual and bicultural.
She holds an MBA from Pepperdine University, Graziadio School of
Business and Management where she frequently guest lectures on
Hispanic Market Strategy.

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